Is Google disabling your UK or EU conversion tracking?
Since July 2025, Google turns off conversion tracking and remarketing for UK and EEA traffic without a working Consent Mode v2 setup.
The short answer
It might be, even if you're a US business. Since July 21, 2025, Google has been turning off conversion tracking, remarketing and ad personalization for UK and EEA traffic when a site doesn't send the consent signals its EU user consent policy requires. The rule follows where your visitors are, not where your company is.
What it looks like
- Conversions drop sharply while clicks and spend stay steady, with no campaign changes.
- Or a slow decline that looks like seasonality.
- Remarketing audiences stop growing.
- Smart Bidding gets worse as it receives fewer conversions.
Google sent notices, but many landed in inboxes nobody checks. Many teams only notice in a quarterly review.
Why it happens
Consent Mode v2 needs four signals: ad_storage, analytics_storage, ad_user_data and ad_personalization. A cookie banner can look fine to visitors and still send only the first two, or none at all, to Google's tags. Integrations also break quietly after a consent platform update, a Tag Manager change or a site migration.
What to check
- In Google Ads, open a conversion action and check its diagnostics for consent mode status.
- With Tag Assistant, accept the banner and confirm
ad_user_dataandad_personalizationappear as granted. Decline it and confirm they appear as denied. - Compare UK and EU conversions against other regions before and after July 2025.
- Check that your consent platform's Google Consent Mode v2 setting is turned on and published.
What you can and can't recover
Once the signals are fixed, conversion tracking typically resumes within a day or two, and remarketing audiences start rebuilding. Smart Bidding can take a few weeks to settle. Conversions from the period when tracking was off aren't recovered.
I handle the technical setup; your organization makes its legal and policy decisions, with counsel as appropriate.
