Im März 2024 war es soweit: Der Digital Markets Act (DMA) der EU trat in Kraft. Um Dienste wie beispielsweise Google Analytics weiter datenschutzkonform nutzen zu können, sind Werbungtreibende seitdem verpflichtet, ihre Website-Tags entsprechend dem Einwilligungsstatus (Consent Mode) der Nutzer:innen anzupassen. Konkret heisst das: über den Mechanismus - dem Consent Mode - teilen Nutzer:innen Google mit, ob und wenn ja welche Art der Nutzung (Essential, Measurement, Personalization, Advertising) von Cookies sie zugestimmt haben. Entsprechend passt Google seine TrackingTools an. Der Erfolg kann sich sehen lassen. Seit der Implementierung des Consent Modes sind die Conversions auf den Webseiten für die Marken
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