Google Ads & Floodlight
Advertising/conversion tags whose purpose is cross-site ad measurement and targeting. Enhanced Conversions sends hashed PII to Google; server-side tagging can bypass client-side blockers.
verified 2026-06-08 · grade set per the published methodology
How the grade breaks down
How little it collects, and whether collection is purpose-bound.
Whether it respects GPC, consent state, and tracking-prevention signals.
Cookieless vs. persistent IDs, cross-site linkage, fingerprinting risk.
Where data lives and whether it is shared with third parties.
How verifiable and documented its real behavior is.
At a glance
Google Ads conversion tags and Floodlight exist to measure and optimize advertising across sites, which is the opposite of data minimization. Enhanced Conversions transmits hashed user identifiers (email/phone) to Google to match conversions to ad clicks, and conversion data feeds Google’s advertising graph. Server-side tagging (sGTM) and the Ads API can move this collection off the client, reducing what ad blockers can intercept. These are documented advertising mechanisms; they require consent and do not honor GPC by default.
Sources & basis for grade
Grades reflect documented behavior, vendor documentation, and ad.rip scans as of the date above. Each assessment is reproducible and vendors may request correction.
- Google Enhanced Conversions documentation
- Google Ads conversion-tracking / Floodlight docs
- Google server-side tagging (sGTM) documentation