# CHANNEL SETUP — EU VARIANT

> **Region:** European Union + UK (post-Brexit similar but separate authority)
> **Currency:** EUR (UK: GBP)
> **Top platforms:** Meta + Google + LinkedIn (B2B); Xing (DE-DACH only)
> **Privacy law:** **GDPR** (mandatory) + **ePrivacy Directive** + **EU AI Act** (since 2024) + **Digital Services Act (DSA)**
> **Tracking:** Consent Mode v2 mandatory (since March 2024); cookie consent before any tracking

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## Top 5 channels for EU market

### 1. Meta (Facebook + Instagram)

**Why first?** Largest reach across EU (Western EU especially); Instagram dominant for under-35.

**Setup checklist:**
- [ ] Meta Business Suite + verified domain
- [ ] Pixel + Conversions API (CAPI) — CAPI more important in EU due to consent restrictions
- [ ] **Consent Mode v2 enabled** — distinguishes consented vs unconsented traffic
- [ ] DPA (Data Processing Addendum) signed with Meta — required under GDPR
- [ ] Limited Data Use flag respected for EU users
- [ ] Catalog uploaded (e-commerce)
- [ ] AEM events: Purchase #1
- [ ] Cookie consent integration with Meta Pixel (no fire before consent)

**Common pitfalls:**
- Firing Pixel before user consent → GDPR violation (€20M / 4% revenue penalty)
- Missing CAPI → 50%+ signal loss in EU (worse than US due to stricter consent)
- Not using Limited Data Use → CCPA-equivalent issues for EU
- Targeting users by sensitive data (health, religion) → GDPR Art. 9 violation

### 2. Google Ads

**Why second?** Search dominance + YouTube + Pmax. Critical EU compliance built-in.

**Setup checklist:**
- [ ] GA4 + Google Ads linked
- [ ] **Consent Mode v2** (mandatory since March 2024 for EU users)
- [ ] Enhanced Conversions configured (with consent)
- [ ] First-party audiences ready for cookieless future
- [ ] Brand keyword campaign live (defensive)
- [ ] EU data residency configured (GA4 — EU server option)
- [ ] DPA signed with Google

**Common pitfalls:**
- Not implementing Consent Mode v2 → ad performance reports broken in EU
- Ignoring DSA transparency requirements for ad targeting (mandatory disclosure)
- Pmax without brand exclusion → bid cannibalization

### 3. LinkedIn (B2B critical, especially DACH/UK/Nordics)

**Why?** B2B in EU happens on LinkedIn. Germany/UK/Nordics: enterprise heavy.

**Setup checklist:**
- [ ] Company page complete
- [ ] LinkedIn Insight Tag (with consent gating)
- [ ] Matched Audiences configured
- [ ] Form Ads for lead gen (less friction)
- [ ] Account-Based Marketing list uploaded (for enterprise)

**Common pitfalls:**
- Insight Tag firing without consent → GDPR violation
- Same content as US LinkedIn → tone too sales-y for EU (more reserved/professional)

### 4. TikTok Ads (younger audience)

**Why fourth?** Strong in Western EU, growing in Eastern EU. Lower CPM than Meta.

**Setup checklist:**
- [ ] TikTok Business Center + Pixel + Events API
- [ ] EU-specific consent flow respected
- [ ] Catalog connected
- [ ] Spark Ads enabled

**Common pitfalls:**
- TikTok bans some categories (gambling, financial services) — check region-by-region
- DSA compliance: must disclose ad targeting reasons

### 5. Email + Klaviyo / Mailchimp / Sendinblue (Brevo)

**Why?** Owned channel + GDPR-compliant providers available. Sendinblue (Brevo) is EU-native.

**Setup checklist:**
- [ ] Domain authentication: SPF + DKIM + DMARC
- [ ] **GDPR opt-in mandatory** (NOT opt-out like US)
- [ ] Double opt-in recommended for higher-quality lists
- [ ] DPA with email provider
- [ ] EU data residency (Brevo natively EU; Klaviyo offers EU region)
- [ ] Right to be forgotten flow (hard delete on request)
- [ ] Consent records kept (proof of opt-in)
- [ ] Clear unsubscribe (1-click required by ePrivacy)

**Common pitfalls:**
- Importing US opt-out lists → automatic GDPR violation
- No double opt-in → quality issues + spam complaints in DE/AT especially
- Storing data in US-only servers → Schrems II issue (mitigated by SCCs but risky)

### Honorable mention: Xing (Germany/Austria/Switzerland)

If targeting DACH B2B specifically, Xing has 30%+ share of LinkedIn-equivalent professional networking. Smaller global, but locally critical.

---

## EU-specific tracking & compliance

### Consent Mode v2 (mandatory since March 2024)

Without Consent Mode v2:
- Google Ads ML modeling reduced 30-50%
- Conversion under-reporting
- Audience signals incomplete

**Implementation:**
1. Cookie consent banner (Cookiebot, OneTrust, Usercentrics — all EU vendors)
2. Banner sets `default_consent('granted'|'denied')`
3. GTM/GA4/Google Ads respect consent state
4. Modeled conversions fill the gap for unconsented users

### EU-native attribution tools

| Tool | Origin | Purpose |
|------|--------|---------|
| **Brevo (Sendinblue)** | France | Email + SMS + CRM, EU servers |
| **Piwik PRO** | Poland | GA4 alternative, EU-native, full data ownership |
| **Matomo** | EU community | Open-source GA, self-hostable |
| **Cookiebot** | Denmark | Cookie consent management |

### GDPR practical rules

- **Lawful basis** for processing: usually Consent or Legitimate Interest (consent for marketing)
- **DPA (Data Processing Agreement)** with every processor (Meta, Google, Klaviyo, etc.)
- **Cookie banner** before any non-essential tracking
- **DPO required** if processing large amounts of personal data or special categories
- **Schrems II:** US transfers require Standard Contractual Clauses (SCCs) + Transfer Impact Assessment

### EU AI Act (since 2024)

If using AI for targeting/personalization, EU AI Act may apply:
- High-risk AI requires conformity assessment
- Most marketing use cases = limited risk
- Transparency: must disclose if user is interacting with AI (chatbots, AI-generated content)
- Effective fully by 2026

---

## EU output template addition

```markdown
## EU Setup Status

### Phase 1 Channels Active
- [x] Meta: Pixel + CAPI + Consent Mode + DPA signed
- [x] Google: GA4 EU residency + Consent Mode v2 + Brand campaign
- [ ] LinkedIn: pending B2B targeting brief

### Phase 2
- [ ] Email (Brevo for EU residency)
- [ ] TikTok (if applicable to vertical)

### Compliance status
- [x] Cookie banner live (Cookiebot)
- [x] Consent Mode v2 deployed
- [x] DPAs signed (Meta, Google, Klaviyo)
- [x] DPO appointed
- [ ] AI Act assessment for Pmax/Advantage+

### Spend ramp (€)
- Week 1-2: €50/day Meta
- Week 3-4: +€50/day Google
- Month 1 target: ~€3,000
- Target ROAS: 2.5-3x (slightly higher than US due to higher CPM)
```

---

## Common pitfalls (EU-specific)

1. **Pixel/Tag firing before consent** → GDPR fine risk (max €20M / 4% revenue)
2. **No Consent Mode v2** → Google Ads ML degraded ~30-50%
3. **Importing US lists with opt-out base** → instant GDPR violation
4. **No double opt-in for DACH** → high spam complaint rates
5. **Targeting by sensitive data** (health, religion, sexual orientation) → GDPR Art. 9 violation
6. **No DPA signed** with processors → no lawful basis for transfer
7. **Same English copy as US** → tone wrong for DE/FR (more formal); also need translations for higher conversion
8. **Ignoring DSA transparency** for ad targeting reasons
9. **US-only server data residency** → Schrems II compliance gap
10. **Cookie banner that doesn't work** (consent not actually respected) → "consent fatigue" + GDPR violation

---

## Region quick-wins (EU)

- Use Cookiebot / Usercentrics for cookie consent (battle-tested with EU regulators)
- Brevo (Sendinblue) for email if EU data residency matters
- Matomo or Piwik PRO for analytics if GA4 not preferred
- Translate critical pages (homepage, checkout, product) to local language — conversion +20-40%
- Run separate Meta accounts for distinct EU markets (DE/FR/IT) for billing/VAT clarity
