New GA4 update could break your conversion tracking

Your Google Ads performance might be at risk, because of this quiet GA4 update.

Google just rolled out a subtle but critical update inside GA4:

Consent Signal Ratings and if you rely on conversion tracking in the EU or other privacy-first regions, this could quietly break your performance.

What changed?

GA4 now gives each data stream a Consent Signal Rating, effectively scoring your privacy compliance setup.

You’ll see one of two labels (for now):

✅ Excellent

🟡 Good

These ratings are based on how accurately your Consent Mode is implemented.

Where can you find it?

Admin → Data collection and modification → Consent settings

Here’s why this matters for eCom brands:

Google is starting to enforce privacy compliance more aggressively, especially in regions like the EU.

If your Consent Mode setup is incorrect or incomplete, your tracking will be limited. That means:

• Lost conversion data

• Inaccurate attribution

• Impaired smart bidding performance

• Reduced ROAS across the board

Even a “Good” rating might not be good enough.

We’ve seen brands with “Good” still suffer from broken or partial tracking simply because one part of the setup was missed in GTM.

this is what you should do next:

If you’re running ads in the EU or tracking user-level data with GA4:

- Check your Consent Signal Rating today

- If it’s not Excellent, audit your GTM or Consent Mode implementation

- Use Google’s documentation or get your tech team to validate each tag and trigger.

If you’d like our direct help to scale your brands with Google ads, we’re offering a limited number of spots to do just that.

Book a 30-minutes Google ads calendly.com/ad-lab-io/free-audit

this is what we’ll give you:

• An in-depth audit of your account, where we'll uncover any weak spots that are silently wasting your budget and hidden revenue streams that you're not tapping into.

• A personalized 90-day roadmap to put you in the best position to scale your Google Ads profitably.

Patrick,

Founder and CEO of Ad-lab.

This offer is for brands spending over $30k/month on Google Ads or making more than 1 million annually.

If you're below that, you don't need an agency to make a profit with Google Ads.