Websites and apps use Google measurement services to gather and store information about user behavior. Google takes seriously the responsibility to protect the data and the privacy of our customers and their users. As a developer, you can manage privacy and user consent using the following:
- Consent mode: Adjusts cookie storage behavior based on user consent choices. Consent mode overview
- Transparency and Consent Framework (TCF): We recommend the use of consent mode, but Google-maintained tags also support the IAB Europe Transparency and Consent Framework (TCF).
- Privacy parameters: Control how data is used, such as for remarketing purposes.
- Disable analytics and advertising features: Overrides Analytics property and Google Marketing platform settings. Manage privacy settings
IAB CCPA data processing
TCF provides an alternative way of obtaining and tracking consent state.
Advertisers who choose to use the IAB signal should follow the technical
specification provided by the IAB Tech Lab to implement the us_privacy string
on their pages.
Learn more about IAB TCF for Google Ads or Google Analytics.
Google Ads tags interact with the advertiser's page to retrieve the us_privacy
string and apply restricted data processing when the string indicates a user has
opted out.
- When the IAB string indicates a user has not opted out, there will be no changes to behavior.
- When the IAB string indicates a user has opted out, Google will enable restricted data processing.