Implement consent signals To preserve performance for your campaigns using Customer Match…

Another day another message in Google that you can probably ignore.

Implement consent signals – To preserve performance for your campaigns using Customer Match,
you must implement consent signals, which are required to personalise ads for end users in the
European Economic Area.

This is different to consent mode v2. Customer match is something that is enabled automatically but not all people are eligible and lots don't upload their customer list.

This is in the account settings.

To actually be eligible for custom match

To use Customer Match, your account must have:

• A good history of policy compliance.
• A good payment history.

Features available to advertisers depend on which requirements your account satisfies:

• All policy compliant advertisers can use Customer Match and similar audiences for Customer Match in the ‘Observation' setting and for Exclusions.
• If you have 90 days of Google Ads history and more than USD $50,000 total lifetime spend, you can use Customer Match and similar audiences for Customer Match in the ‘Targeting' and ‘Observation' settings, manual bid adjustments and Exclusions. For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency. 

https://support.google.com/adspolicy/answer/6299717?hl=en-GB

So this warning is about customer match which a lot of people do not use. If you do not use customer match, you can ignore it. If you do use customer match, you need to follow the link

Starting in March 2024, for Customer Match lists to be used in the EEA, both consent fields of the ‘ConsentStatus' type must be set to ‘GRANTED' in order to indicate that you have received the required user consent. These consent fields are:

Name	Type	Description
ad_user_data	ConsentStatus	Sets consent for sending user data to Google for advertising purposes.
ad_personalisation	ConsentStatus	Sets consent for ad personalisation.

https://support.google.com/google-ads/answer/14546648

So you just need to add those two fields and make sure they are set to granted and have someway of showing they actually consented. I guess its one for the lawyers about how you do that. I am not going to suggest you just set them to ‘granted' because its pretty much impossible for anyone external to verify. You probably should collect the consent and only send the match lists that have consented though.

Ben

Ben has a BEng (Hons) in Computer Science and 20 years of experience in online marketing, specialising in SEO, lead generation and affiliate marketing. After spending over a decade as an igaming affiliate, he has decided to concentrate on GA4 training and SEO Audits.