# User privacy overview

Websites and apps use Google measurement services to gather and store
information about user behavior. Google takes seriously the responsibility to
protect the data and [the privacy](https://support.google.com/analytics/answer/6004245) of our customers and their users. As a
developer, you can manage privacy and user consent using the following:

- **Consent mode** : Adjusts cookie storage behavior based on user consent choices. [Consent mode overview](https://developers.google.com/tag-platform/security/concepts/consent-mode)
- **Transparency and Consent Framework (TCF)** : We recommend the use of consent mode, but Google-maintained tags also support the IAB Europe [Transparency and Consent Framework](https://support.google.com/analytics/answer/10022331) (TCF).
- **Privacy parameters** : [Control how data is used](https://developers.google.com/tag-platform/security/guides/privacy#privacy-parameters), such as for remarketing purposes.
- **Disable analytics and advertising features** : Overrides Analytics property and Google Marketing platform settings. [Manage privacy settings](https://developers.google.com/tag-platform/security/guides/privacy#disable-analytics)

## IAB CCPA data processing

TCF provides an alternative way of obtaining and tracking consent state.
Advertisers who choose to use the IAB signal should follow the [technical
specification](https://github.com/InteractiveAdvertisingBureau/USPrivacy/blob/master/CCPA/Version%201.0/US%20Privacy%20String.md) provided by the IAB Tech Lab to implement the `us_privacy` string
on their pages.

Learn more about IAB TCF for [Google Ads](https://support.google.com/google-ads/answer/10021549) or [Google Analytics](https://support.google.com/analytics/answer/10022331).

> [!NOTE]
> **Note:** Google is not a signatory to the IAB Privacy's Limited Service Provider Contract.

Google Ads tags interact with the advertiser's page to retrieve the `us_privacy`
string and apply restricted data processing when the string indicates a user has
opted out.

- When the IAB string indicates a user has not opted out, there will be no changes to behavior.
- When the IAB string indicates a user has opted out, Google will enable [restricted data processing](https://support.google.com/google-ads/answer/9606827).