# How to set up Google Ads conversion tracking with Cookiequiet

> Google Ads conversion tags need three Consent Mode signals: ad_storage, ad_user_data and ad_personalization. Cookiequiet sets all three to denied before the Google tag when the snippet carries data-consent-mode="1" and grants them when the visitor accepts the marketing category, so conversion tracking, remarketing and enhanced conversions follow the visitor's choice.

Source: https://cookiequiet.com/platforms/google-ads
Published: 2026-10-20
Publisher: Cookiequiet

## Steps

1. **Get the Google tag and the event snippet** In Google Ads, create or open a website conversion action and choose to install the tag yourself. You get the Google tag (AW- ID) for every page and an event snippet for the conversion page.
2. **Order the head on every page** Paste the Cookiequiet snippet first, then Google's default consent block with ad_storage, ad_user_data, ad_personalization and analytics_storage denied, then the Google tag. Google says the default must run before the tag.
3. **Place the event snippet** On the conversion page, add the event snippet after the Google tag, in the head as Google recommends. It fires with the consent state in force at that moment.
4. **Or configure it in Tag Manager** In Google Tag Manager, use the Google Ads Conversion Tracking tag and the Conversion Linker; both have built-in consent checks and need no extra trigger, as long as the defaults are set before the container.
5. **Name the marketing category clearly** In the banner texts, describe the marketing category as advertising measurement and personalisation, since it is the category that grants the three advertising signals.
6. **Verify in Tag Assistant** Load the site in Tag Assistant: the Consent tab shows the three ad signals denied on the first event and granted after Accept all. Google Ads lists the status of your consent signals in its diagnostics.
7. **Test with Reject all** In a private window, click Reject all, reach the conversion page and check that no _gcl_au cookie is set. Accept all, repeat, and confirm the conversion in Google Ads within a day.

## The three signals Google Ads reads

Google's consent mode reference defines them as follows: `ad_storage` enables storage such as cookies related to advertising; `ad_user_data` sets consent for sending user data related to advertising to Google; `ad_personalization` sets consent for personalized advertising. The last two were added in November 2023 (Consent Mode v2), and Google's EU user consent policy requires advertisers to pass them for visitors in the EEA: without `ad_user_data` and `ad_personalization` granted, Google does not use the visitor for remarketing audiences or personalised ads, and measurement features such as enhanced conversions depend on `ad_user_data`.

Cookiequiet maps its marketing category to all three, and its analytics category to `analytics_storage`:

| Visitor's choice | ad_storage | ad_user_data | ad_personalization |
| --- | --- | --- | --- |
| Reject all | denied | denied | denied |
| Analytics only | denied | denied | denied |
| Marketing accepted | granted | granted | granted |

## The setup on every page

```html
<script src="https://cookiequiet.com/cq.js" data-site="YOUR_SITE_KEY" data-consent-mode="1" data-auto-block="1" defer></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('consent', 'default', {
    ad_storage: 'denied',
    ad_user_data: 'denied',
    ad_personalization: 'denied',
    analytics_storage: 'denied',
    functionality_storage: 'denied',
    personalization_storage: 'denied',
    security_storage: 'granted',
    wait_for_update: 500
  });
</script>
<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
<script>
  gtag('js', new Date());
  gtag('config', 'AW-XXXXXXXXX');
</script>
```

Cookiequiet pushes the same denied defaults as soon as it runs and the update after each choice; the inline block guarantees that the default precedes the tag even when the asynchronous Google tag runs before the deferred snippet. Google states that defaults called after the tag do not work. If you already load the Google tag for Google Analytics 4, add a second `gtag('config', 'AW-XXXXXXXXX')` line rather than a second tag; the [Google Analytics 4 guide](/platforms/google-analytics-4) covers the shared setup.

**The event snippet** goes on the conversion page after the Google tag, in the head for best accuracy as Google recommends:

```html
<script>
  gtag('event', 'conversion', { 'send_to': 'AW-XXXXXXXXX/AbC-D_efG-h12_34-567' });
</script>
```

While `ad_storage` is denied, the conversion tag sets no `_gcl_au` cookie and sends a cookieless ping; Google uses those pings to model conversions it could not observe, which is the advanced implementation. If you would rather send nothing before consent, mark both Google tag scripts and the event snippet with `type="text/plain" data-cq-category="marketing"`; Google then cannot model, and conversions from visitors who refused are simply not counted.

**With Google Tag Manager**, use the Google Ads Conversion Tracking tag and the Conversion Linker tag: both have built-in consent checks and adjust to the state Cookiequiet sets. The [Tag Manager guide](/platforms/google-tag-manager) gives the head order with the container.

## What changes for your campaigns

- **Conversion tracking** keeps working for visitors who accept marketing, and is modelled for the others once the account reaches Google's data threshold.
- **Remarketing and audiences** only include EEA visitors with `ad_user_data` and `ad_personalization` granted, per Google's policy. Expect audience sizes to reflect your consent rate; the article on [consent rates](/blog/cookie-consent-rates-what-to-expect) gives numbers to expect.
- **Enhanced conversions** send hashed customer data and require `ad_user_data` granted; they follow the marketing category.
- **Customer Match** uploads need the consent fields set to granted for EEA users, which comes from your own records; the [consent log](/guides/how-long-to-keep-consent-records) is your proof.

## How to test

1. Load the site in Tag Assistant. On the first event, the **Consent** tab shows the three ad signals denied from the default block; after **Accept all**, an update row shows them granted.
2. In a private window, click **Reject all**, complete a test conversion and check the cookies: no `_gcl_au`, no `_gcl_aw`.
3. Clear the cookies, **Accept all**, repeat the conversion: `_gcl_au` is set and the conversion appears in Google Ads, usually within a day.
4. Google Ads shows the status of the consent signals it receives in its diagnostics; Google's "Verify your consent signals" article explains the statuses.

## Limits worth knowing

Cookiequiet is not a Google-certified CMP for the IAB Transparency and Consent Framework. That matters for sites that **show** Google ads (AdSense, Ad Manager, AdMob) to visitors in the EEA, the UK or Switzerland: those need a certified CMP. Google Ads conversion tracking, remarketing tags and enhanced conversions on your own site are covered by the Consent Mode integration described here. Microsoft Advertising's UET tag can receive the same marketing choice; UET consent is available on request.

## Questions

### Do I need all three advertising signals?

Yes for the EEA. ad_storage controls the advertising cookies, ad_user_data allows sending advertising data to Google and is needed for measurement features such as enhanced conversions, and ad_personalization allows personalised ads and remarketing. Cookiequiet sends all three from the marketing category.

### What is the difference between ad_user_data and ad_personalization?

ad_user_data covers sending user data related to advertising to Google, which measurement features depend on; ad_personalization covers using that data for personalised advertising. Both must be granted for a visitor to be included in personalised campaigns.

### Can I run Google Ads conversion tracking in the EEA with Cookiequiet?

Yes. Conversion tags, remarketing tags and enhanced conversions work with Cookiequiet's Consent Mode v2 integration. Showing AdSense, Ad Manager or AdMob ads to EEA, UK or Swiss visitors is the case that needs a Google-certified TCF CMP, which Cookiequiet is not.

### Why did my conversions drop after adding the banner?

Only visitors who accept marketing are tracked directly. With Consent Mode, Google models the conversions of the others once the account has enough data; with marked tags, it does not. Compare the consent rate in the Cookiequiet dashboard with the drop to see what is modelled and what is missing.

### Do enhanced conversions still work?

For visitors who accepted marketing, yes: ad_user_data is granted and the hashed data is sent. For the others it is not, which is what Google's policy requires.

## Sources

- [Google Ads Help: About consent mode](https://support.google.com/google-ads/answer/10000067)
- [Google Ads Help: Consent mode reference](https://support.google.com/google-ads/answer/13802165)
- [Google Ads Help: Updates to consent mode for traffic in the EEA](https://support.google.com/google-ads/answer/13695607)
- [Google Ads Help: Set up conversion tracking for your website](https://support.google.com/google-ads/answer/7548399)