Marketers need to send verifiable consent signal(s) to Google as the search engine prepares to step up the enforcement of its EU User Consent Policy (EU UCP). Google cautioned that neglecting these steps promptly could adversely affect campaign performance, impacting both reach and return on investment. Meanwhile, app advertisers are advised to update to the latest version of the Google App Conversion Tracking API or SDK. This update enables proper communication of consent signals, ensuring compliance with user choices and facilitating comprehensive measurement and modeling. The EU User Consent Policy (EU UCP) introduced by Google is designed to align with European privacy regulations, specifically the ePrivacy Directive (ePD) and the General Data Protection Regulation (GDPR).