A marketer advertises in many markets around the world, including Germany and France. They’ve started running YouTube and Search campaigns with Google, and they measure online conversions. Which action should this marketer take to preserve their conversion tracking after regulatory changes such as the Digital Markets Act?

To maintain accurate conversion tracking after regulatory changes like the Digital Markets Act, a marketer advertising across multiple global markets—including Germany and France—while running YouTube and Search campaigns and measuring online conversions should implement the Google tag sitewide to enable privacy solutions such as Enhanced Conversions, Consent Mode, and the Attribution Reporting API.

• Remove the Google tag from all landing pages and evaluate campaigns based on clicks only to remove third-party cookie reliance completely.
• Implement the Google tag sitewide, unlocking privacy solutions like Enhanced conversions, consent mode, and the Attribution Reporting API.
• Remove the Google tag and send conversion data to Google server-side via API or offline uploads to remove third-party cookie reliance completely.
• Implement the Google tag on select landing pages and switch all campaigns to manual bidding strategies to remove third-party cookie reliance completely.

Explanation:

The answer is correct. To maintain conversion tracking in the wake of regulatory changes such as the Digital Markets Act (DMA), which places strong emphasis on user consent and privacy, marketers should implement the Google tag across their entire website. This sitewide tag serves as the foundation for Google’s privacy-focused measurement solutions.

With the Google tag in place, advertisers can enable enhanced conversions to improve measurement accuracy using securely hashed, consented first-party data; use Consent Mode to adapt tag behavior based on users’ consent choices while still supporting conversion modeling; and leverage the Attribution Reporting API from the Privacy Sandbox to measure ad interactions and conversions in a privacy-preserving, cookie-less environment.

Together, these solutions help ensure compliant, reliable, and future-ready conversion measurement.