Guide · June 17, 2026
Facebook & Google ads: What PDPL consent do pixels/tracking need?
Running Facebook, Google, TikTok ads with conversion pixels? Guide for agencies on pixel consent, Consent Mode v2, and PDPL-compliant measurement.
Quick answer
What do ad pixels collect?
Meta Pixel, the Google Ads tag, and TikTok Pixel collect events (page view, add to cart, purchase) tied to user identifiers and cookies, sometimes with advanced matching data (hashed email/phone). This data is sent to the platforms’ servers abroad, so it both requires consent and involves cross-border data transfers.
How to run compliant ads
Block pixels until consent:
Do not load static pixels; trigger them only after marketing consent.
Enable Consent Mode v2:
Set defaults to denied and update on consent so Google/Meta adjust measurement.
Clear banner:
State the use of advertising pixels and allow users to decline.
Use advanced matching carefully:
Send hashed data only with a valid basis and consent.
Record transfers:
Include ad platforms in your cross-border transfer records.
Is measurement still accurate when many users refuse?
When the refusal rate is high, direct conversion data drops. Consent Mode v2 and the platforms’ modeling help estimate the missing conversions, so measurement remains usable, though not as complete as before. This trade-off is necessary for compliance.
- No. Marketing pixels must be blocked until the user consents to the marketing category.
- It’s Google’s recommended mechanism to keep measurement valid when consent is required; use it alongside blocking tracking until consent.
- Pixels send data to servers overseas, so they fall under cross-border transfers and must be included in your assessment records.
consent.vn blocks ad pixels until consent, supports Consent Mode v2, and records consent for ad campaigns.
Source: the Personal Data Protection Law (Law 91/2025/QH15) — thuvienphapluat.vn | Google Consent Mode — support.google.com
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