Google Ads takes care to preserve the confidentiality and security of your data and aims to provide clear information about the limited ways this data is used. Your data is kept confidential and secure using the same industry-leading standards that Google uses to protect its own users' data.
This policy applies to advertisers using enhanced conversions for web, enhanced conversions for leads, store sales uploads, or Google-engaged audiences.
On this page
- Collecting customer information
- Restrictions on measurement in sensitive categories
- What happens if you violate these policies
- User choice and control
Collecting customer information
First-party data is customer information that's shared directly with you by the customer. This data may be gathered from your websites, apps, physical stores, offline conversion data, or other places where customers interact with your business. Unless you're an advertiser that sells your products through retailers, you may only upload first-party data.
If you don't directly sell your products to customers, you can upload customer information collected by a retailer that sells your products when customers share their information directly with that retailer. You must also ensure in writing that the retailer complies with these policies and, where required by law, have written agreements in place with these retailers.
If you have an authorized Third-Party Uploader that uploads data into your Google Ads account on your behalf, you must also ensure in writing that the Third-Party Uploader complies with these policies and, where required by law, have written agreements in place with these retailers.
Examples of where you can collect customer data:
- Customers who purchased an item from your website, app, or physical store
- Customers who registered to receive marketing messages
- Customers who requested more information
- Customers who requested quotes from you
- Customers who signed up for an account
- Customers who signed up for your loyalty program
If a third party who you have authorized uploads data into your Google Ads account on your behalf (“Third Party Uploader”), then you must also ensure in writing that the Third Party Uploader complies with these policies, and, where required by applicable laws, have written agreements in place with such Third-Party Uploaders.
You may not upload information that is prohibited by law, including information about minors. Don't upload any data that you know relates to individuals under the age of 13 or that was collected from any site or app that's directed to children under the age of 13.
Requirements
- Ensure that you disclose to customers that you share their information with third-parties to perform ad measurement services on your behalf
- Obtain customer consent for such third-party sharing and use where legally required
- Comply with all applicable laws and regulations, including any data protection or privacy laws, and self-regulatory or industry codes that may apply. Data that you upload to Processor Services will be subject to Google Ads Data Processing Terms.
- Comply with Google’s EU User Consent Policy to the extent applicable
- You can only use Google’s approved API, tagging implementation or interface to upload customer information.
- If you instruct Google to automatically generate Customer Match lists using the data you upload, you must also comply with Customer Match policies.
Restrictions on measurement in sensitive categories
Sensitive categories include:
- Interest or participation in adult activities like gambling (except as permitted in the Personalized ads policy), sexual encounter dating, sexualized theme dating, sexual entertainment, pornography
- Sexual behavior or orientation
- Racial or ethnic information
- Political affiliation
- Trade union membership or affiliation, like trade union membership purchases
- Religion or religious belief, like people's affirmative information on religion or religious beliefs
- Negative financial status or situation, like information indicating that a user has a low credit rating or high debt load
- Health or medical information, like purchases of medical services, prescription drugs or medical devices
- Status as a child under 13
- The commission or alleged commission of any crime, like information indicating that a user has a criminal record
- Divorce or marital separation, like conversions related to divorce counseling
- Any other products prohibited by Google Ads policies
What happens if you violate these policies
Compliance review
Google Ads may review your business for compliance with these policies at any time. You're required to respond to any requests for information related to compliance in a timely manner and swiftly take any corrective action needed to comply with our policies. If you use a manager account, Google Ads may also contact your managed accounts to verify compliance.
Notification of non-compliance
If Google Ads believes that you're violating these policies, you’ll be contacted with a request for corrective action. If you fail to make the requested corrections within the time period given, you may be denied use of these products or your access to your Google Ads accounts may be suspended. In cases of serious or repeated violations, your account may be suspended immediately and without notification. Learn more about Google Ads account suspensions.
User choice and control
Google My Activity lets users control how their data is used by adjusting their "Web and App Activity" settings in Activity controls. Learn more about how to Find & control your Web & App Activity.