Vendor guide
Does Google Ads respect opt-outs?
On 45% of the 313 US e-commerce brands we found tracking after an opt-out, Google Ads was one of the tags still firing.
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45%
of brands in our data had Google Ads firing after an opt-out (142 of 313)
US e-commerce brands where Consentinel found trackers still firing after a visitor opted out, by clicking reject or sending Global Privacy Control. Sites that passed aren't in this data, so these figures describe brands that leak, not all brands. Read the full report.
What it is
Google Ads conversion and remarketing tags report visits and purchases back to Google's ad platform.
Why it keeps firing
Tags fire from Google Tag Manager or the Google tag without consent checks, or Consent Mode is left with defaults that don't start denied.
How to fix it
Set Google Consent Mode defaults to denied so tags wait for an opt-in, and add consent checks to each marketing tag in your container. In Consent Mode's advanced setup Google tags still send cookieless pings while consent is denied; whether that fits an opt-out of sale or sharing is a question for counsel.
Questions
Does Google Ads respect Global Privacy Control on its own?
Not reliably. Whether Google Ads stops for an opt-out depends on how it's installed on your site. On 142 of the 313 brands in our data, it kept firing after the visitor opted out.
How do I stop Google Ads after an opt-out?
Set Google Consent Mode defaults to denied so tags wait for an opt-in, and add consent checks to each marketing tag in your container. In Consent Mode's advanced setup Google tags still send cookieless pings while consent is denied; whether that fits an opt-out of sale or sharing is a question for counsel.
How do I check whether Google Ads fires on my site after an opt-out?
Load the page with Global Privacy Control on, or after clicking reject, and watch whether Google Ads still sends requests or sets cookies. Consentinel's free scan does this and names every vendor that ran, with the request as proof.
Other vendors: Meta · TikTok · Klaviyo · Pinterest · Microsoft Ads · Attentive · Snap
Check Google Ads on your site.
Free, about a minute. We test reject, accept and Global Privacy Control, and name every tag that ran when it shouldn't have.
Free. No account. Results in about a minute.