Disable the collection of personalised advertising data

Personalised advertising

Remarketing is one of the targeting features of personalised advertising and helps you reach people who have previously visited your website or used your mobile app. You can choose to disable the collection of remarketing data for users who do not wish to view personalised ads by using the parameter: allow_ad_personalization_signals.

The default of this parameter is set to true. When you set the parameter’s value to false, it will disable the usage of the data for personalised ads.

Note: This parameter does not disable conversion tracking.
Edit your global site tag to disable ad personalization signals

Notes: 

  • You do not need to add a new tag to your website if you already implemented the global site tag. Simply edit your existing tag as per the example below.
  • Setting the allow_ad_personalization_signals parameter will apply it to all products configured through the global site tag.
  1. Sign in to Google Ads.
  2. Click on the tool iconGoogle Ads | tools [Icon] in the upper right and click Audience Manager under the section labeled “Shared library”
  3. On the left, click Audience sources. This opens a group of sources from which you can edit remarketing lists.
  4. In the “Google Ads tag” card, click the 3-dot icon  in the upper right, then select Edit source.
  5. Click Save and continue.
  6. When the installation screen appears, your global site tag and event snippet will be ready for use. You can modify the global site tag to disable ad personalisation signals by following the example below. To integrate the code into your site, copy the code and paste it between the <head></head> tags of the website.
The code below should not be copied and pasted as-is for use on your website. It contains placeholder values that your web developer must dynamically populate when they integrate the snippet code into their web server.

< ! – Global Site Tag (gtag.js) – Google Ads -->

<script async src="https://www.googletagmanager.com/gtag/js?id=AW-999999"></script>

<script>

  window.dataLayer = window.dataLayer | | [ ] ;

  function gtag ( ) { dataLayer.push ( arguments ) } ;

  gtag ('set', 'allow_ad_personalization_signals',  false ) ;

  gtag ( 'js', new Date ( ) ) ;

  gtag ( 'config' ,  'AW-999999' ) ;

</script>

7. Click Done.

Note: If you’re using the old AdWords tag, you can set var google_allow_ad_personalization_signals = "false" ; where you set other AdWords tag parameters. See the example below for more detail.

<script type="text/javascript"> 

/* <![CDATA[ */

    var google_conversion_id = 1234567890;

    var google_conversion_label = "xxx-XXx1xXXX123X1xX";

    var google_remarketing_only = false

    var google_conversion_value = 10.0;

    var google_conversion_currency = "USD";

    var google_allow_ad_personalization_signals = false;  

    /* ] ] > */ 

</script>

<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">

</script>

California Consumer Privacy Act

To help advertisers comply with the California Consumer Privacy Act (CCPA), a dedicated parameter can be added to the Google Ads tag to indicate whether Google should enable restricted data processing (RDP): restricted_data_processing. The default of this parameter is set to false. When you set the parameter’s value to true, Google will limit how it uses certain data.

Note:

There are two options to enable restricted data processing in Google Ads.

  • A “restricted_data_processing” parameter which can be set in your global site tag in Google Ads or Tag Manager, to enable restricted data processing for particular users on your site.
  • A checkbox in Audience Manager where you configure your Google Ads remarketing tag to enable restricted data processing for all users located in California.

You only need to select one of these options when you are enabling restricted data processing.

Note: This parameter does not disable conversion tracking.
Edit your global site tag to enable restricted data processing

Notes: 

  • You do not need to add a new tag to your website if you already implemented the global site tag. Simply edit your existing tag as per the example below.
  • You can find your global site tag in the Audience Manager (see instructions below) or in the Details page of your Google Ads website conversion or conversions.
  • The instructions below will only set the restricted data processing parameter for Google Ads. Please see this article for other Google products.
  1. Sign in to Google Ads.
  2. Click on the tool iconGoogle Ads | tools [Icon] in the upper right and click Audience Manager under the section labeled “Shared library”
  3. On the left, click Audience sources. This opens a group of sources from which you can edit remarketing lists.
  4. In the “Google Ads tag” card, click the 3-dot icon  in the upper right, then select Edit source.
  5. Click Save and continue. 

    Note: You’ll see a checkbox to 'Exclude California users from remarketing lists'. This checkbox will enable restricted data processing for all users located in California. You don’t need to select this since you are editing your global site tag to enable restricted data processing.

  6. When the installation screen appears, your global site tag and event snippet will be ready for use. You can modify the global site tag to disable ad personalisation signals by following the example below. To integrate the code into your site, copy the code and paste it between the <head></head> tags of the website.
The code below should not be copied and pasted as-is for use on your website. It contains placeholder values that your web developer must dynamically populate when they integrate the snippet code into their web server.

< ! – Global Site Tag (gtag.js) – Google Ads -->

<script async src="https://www.googletagmanager.com/gtag/js?id=AW-999999"></script>

<script>

  window.dataLayer = window.dataLayer | | [ ] ;

  function gtag ( ) { dataLayer.push ( arguments ) } ;

  gtag ( 'js', new Date ( ) ) ;

  gtag ( 'config' ,  'AW-999999', { 'restricted_data_processing': true } ) ;

</script>

  1. Click Done.

Note: If you’re using the old AdWords tag, you can set var restricted_data_processing = "true"; where you set other AdWords tag parameters. See the example below for more detail.

<script type="text/javascript"> 

/* <![CDATA[ */

    var google_conversion_id = 1234567890;

    var google_conversion_label = "xxx-XXx1xXXX123X1xX";

    var google_remarketing_only = false

    var google_conversion_value = 10.0;

    var google_conversion_currency = "USD";

    var google_restricted_data_processing = true; 

    /* ] ] > */ 

</script>

<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">

</script>

If you are using the AdWords API to send remarketing pings via server to server (e.g. for app dynamic remarketing), make sure that you include the parameter rdp=1 to mark the request as restricted data processing
Edit your Google Ads tag in Google Tag Manager to enable restricted data processing
  1. Sign in to Google Tag Manager.
  2. Click Tags in the left column to access your tags.
  3. Create or edit your Google Ads Remarketing tag or Google Ads Conversion tag.
  4. In the tag configuration section, select True for the field “Enable Restricted Data Processing”.
  5. Alternatively, this field can be set dynamically via a data layer variable. 
  6. Click Save.
Enable restricted data processing in Audience Manager

Restricted data processing instructs Google to limit how certain data is used. If you select this option, users located in California won’t be added to your remarketing lists.

 
  1. Sign in to Google Ads.
  2. Click on the tool icon Google Ads | tools [Icon] in the upper-right and click Audience Manager under the section labelled “Shared library”.
  3. On the left, click Audience sources. This opens a group of sources from which you can edit remarketing lists.
  4. In the “Google Ads tag” card, click the 3-dot icon in the upper-right, then select Edit source.
  5. Under the “Restricted data processing” section, select the checkbox to “Exclude California users from remarketing lists.” When you select this checkbox, you will enable restricted data processing for all users located in California. 
  6. Click Save and Continue.
  7. This will take you to a page that says "Reinstall the tag on your website". You don’t need to take any action on this page since you’ve already enabled restricted data processing in Audience Manager. Click Cancel. 

You can choose to enable restricted data processing on a per-user basis using the restricted_data_processing parameter in your global site tag.

 

Learn more about enabling restricted data processing in other tracking systems in Google Ads

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