> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/connectors/destinations/google/consent-management.md).

# Consent management

What to set in the consent fields of every Google connector, and how it varies by region and by connector.

Since March 2024, Google enforces its [EU user consent](https://www.google.com/about/company/user-consent-policy/) policy in the EEA by requiring a confirmation of the user's consent status whenever audiences are shared from your CDP to its advertising products - Google Ad Manager, Google Ads, DV360 and the rest.

This page applies to **every Google connector**. It is not a connector itself.

## The two purposes

Google requires consent for two distinct purposes:

<table data-search="false"><thead><tr><th width="260">Purpose</th><th></th></tr></thead><tbody><tr><td><strong>Ad user data</strong></td><td>The use of cookies or other local storage, where legally required.</td></tr><tr><td><strong>Ad personalization</strong></td><td>The collection, sharing and use of personal data to personalise ads.</td></tr></tbody></table>

Each Google feed exposes one field per purpose, taking `GRANTED`, `DENIED` or `UNSPECIFIED`.

## Datamarts in the EUROPE / UK region

To transfer audiences to Google products, you must have captured a valid user consent for **both** purposes, and confirm it in the feed settings by selecting **Granted** for both.

## Datamarts outside the EUROPE region

The behaviour is specific to each connector:

<table data-search="false"><thead><tr><th width="280">Connector</th><th>Required setting for activation</th></tr></thead><tbody><tr><td><a href="/connectors/destinations/google/ad-manager-audience-api.md">Audience Partner (DDP)</a></td><td>You must confirm that you have a valid legal basis under your local regulation, which may not require user consent.<br>You must <strong>not</strong> fill in the consent status for ad user data and ad personalization.</td></tr><tr><td><a href="/connectors/destinations/google/ad-manager-batch-upload.md">Google Ad Manager</a></td><td>You must fill in both consent statuses.<br><code>Granted</code> and <code>Unspecified</code> are accepted; <code>Denied</code> returns an error at activation.</td></tr><tr><td><a href="/connectors/destinations/google/ads-customer-match.md">Google Ads Customer Match</a></td><td>You must fill in both consent statuses.<br><code>Granted</code> and <code>Unspecified</code> are accepted; <code>Denied</code> returns an error at activation.</td></tr><tr><td><a href="/connectors/destinations/google/ads-pixel.md">Google Ads Pixel</a></td><td>No consent status to specify - it is handled directly by the Google Ads remarketing tag.</td></tr></tbody></table>

## Google's own documentation

**Customer Match (Display & Video 360 / Google Ads)**

* [Customer Match policy](https://support.google.com/adspolicy/answer/6299717)
* [How to provide consent for Customer Match](https://support.google.com/google-ads/answer/14546648)
* [FAQ about the user consent policy for Customer Match upload partners](https://support.google.com/google-ads/answer/14310715)

**Google Ad Manager**

* [Comply with EU user consent policy](https://support.google.com/admanager/answer/7673898)
* [Troubleshooting Google EU consent user consent policy violations](https://support.google.com/admanager/answer/11546682)

**Google Tag Manager**

* [Obtain user consent](https://support.google.com/tagmanager/answer/14009343), section *Obtain user consent for data uploads to Google*
* [Consent mode reference](https://support.google.com/tagmanager/answer/13802165)
* [Consent mode management](https://developers.google.com/tag-platform/security/concepts/consent-mode)

For anything beyond this, contact your account manager.

## FAQ

#### My datamart is in Europe. Can I select Unspecified?

No. Datamarts in the EUROPE / UK region must select **Granted** for both purposes, and must genuinely hold that consent.

#### Why does my activation fail with a consent error?

Outside Europe, `Denied` returns an error at activation on Google Ad Manager and Google Ads Customer Match. On the Audience Partner (DDP) connector, the reverse applies - the consent fields must be left empty.

#### Does the Google Ads Pixel need consent fields?

No. The Google Ads remarketing tag handles it directly.

## Partner documentation

Google Ads documents its own platform at <https://support.google.com/google-ads/>. Use it for anything that happens on the partner side of this connector: account setup, the fields the partner expects, and its own limits.


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