User privacy overview

AI-generated Key Takeaways

• Google provides tools and features to help websites and apps manage user privacy and data collection.

• Developers can utilize consent mode to adjust data collection practices based on user consent choices.

• Privacy parameters offer control over how collected user data is used for purposes like remarketing.

• Features are available to disable analytics and advertising functionalities when needed, overriding existing settings.

• Google Ads tags respond to IAB's us_privacy string, enabling restricted data processing when users opt-out.

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.

Note: Google is not a signatory to the IAB Privacy's Limited Service Provider Contract.

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.