DSGVO (GDPR)
Privacy & TrackingDefinition
The DSGVO (Datenschutz-Grundverordnung) — internationally known as GDPR — is the EU's data privacy law governing how personal data is collected, processed, and stored. It directly affects how marketers use tracking, cookies, and advertising technology in Europe.
For marketers, GDPR means explicit consent before tracking users with cookies, processing personal data for advertising, or building audience profiles. This applies to any business targeting EU residents, regardless of location. Fines reach up to 4% of global revenue or 20 million euros.
GDPR does not ban digital marketing — it requires transparency and consent. You can still run remarketing, conversion tracking, and personalized ads with proper consent through a CMP and Consent Mode implementation.
Implement a GDPR-compliant CMP (Cookiebot, OneTrust, Usercentrics). Configure Consent Mode v2 for all Google tags. Set up server-side tracking. Document data processing activities. Ensure data processing agreements with all ad platforms.
GDPR compliance is not optional for businesses targeting EU markets. Non-compliance impacts both legal risk and advertising capabilities — Google requires Consent Mode v2 for remarketing and conversion reporting in the EEA.
Related Terms
Related Services
Frequently Asked Questions
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Yes, if you target EU residents or process their data. A US-based company running Google Ads targeting Germany must comply for those users.
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Consent for ad_storage, ad_user_data, and ad_personalization — the Consent Mode v2 signals required since March 2024.
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Yes, with proper consent. Users who accept advertising cookies can be added to remarketing audiences. Consent Mode enables modeled conversions from anonymized pings for those who decline.
Need GDPR-compliant tracking?
We implement privacy-compliant tracking setups that maximize data collection within legal boundaries.