How do you set up marketing tracking that respects privacy laws but still gives useful data?

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RED SAG · Accepted Answer

I start with a consent management platform that gives users real choices and blocks marketing tags until consent is given, in line with GDPR, the UAE's data law or whichever rules apply. I connect it to Google Consent Mode v2, so Google tags respect choices and can model conversions from people who decline. I collect only the data we need and never send personal data like emails into GA4. For ad platforms, I use enhanced conversions and conversion APIs with hashed data where users have consented, often through a server-side GTM container that gives us control over what each vendor receives. Because some data will always be missing, I use backend sales as the source of truth and validate channel value with lift tests or MMM. I work with legal on the policy and document the whole setup so it can be audited.

How do you set up marketing tracking that respects privacy laws but still gives useful data?

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