Starting June 15, 2026, Google will simplify how consent controls work between Google Analytics (GA) and Google Ads by consolidating data control settings. Previously, both Google Signals and Consent Mode influenced how advertising data (cookies, IDs) was collected and used when GA and Ads tags were linked. After this date, GA data flow will be controlled by Google Signals, but Google Ads data will be governed exclusively by the ad_storage consent mode setting. This means Ads data requires explicit ad_storage consent, and GA settings on linked tags will no longer affect Ads data flow.
Key Changes and Implications
- The update aims to create a single source of truth for Ads consent, removing hidden or redundant GA settings that previously affected Ads data.
- Consent mode implementation will require careful management to ensure update calls contain correct signals.
- If Google Signals is ON, behavior remains mostly unchanged.
- If Google Signals is OFF, Ads may start linking user data with their Google login if
ad_storageconsent is granted. - To prevent user data linking,
ad_storageconsent must be denied. - There is no middle ground: either grant
ad_storageconsent and allow Google to use all available Ads signals (including Google sign-in linking), or deny it and restrict Google to identifiers only available in the URL (e.g.,gclid).
Updates to Google Analytics Data Controls
- Currently, linking GA to Google Ads allows GA data to flow to Ads, controlled by both GA and Ads settings.
- Google plans to consolidate controls based on data usage location:
- Google Ads settings will exclusively control Ads data (including GA-shared data).
- GA settings will exclusively control data used within GA for behavioral reporting.
- This consolidation simplifies consent enforcement and ensures consistent user preference application.
- Users retain control over data collection and can change settings anytime.
Google Signals Update
- Currently, Google Signals and Consent Mode Ads settings jointly control collection of Google Ads cookies and IDs via GA tags and SDK.
- From June 15, 2026, Consent Mode within Google Ads will be the sole control for data collection aligned with user privacy choices.
- Google Signals setting in GA admin and API will only control the association of GA data with signed-in user information for behavioral reporting.
Ads Personalization Changes
- Ads personalization control, currently managed through multiple GA settings at account, property, Ads link, and event levels, will be simplified.
- Consent Mode
ad_personalizationsetting will exclusively control if GA data is used for personalization in Ads accounts once linked.
IP Address Handling
- IP addresses collected by Google Tag and SDK will be encrypted and flow to linked Google Ads accounts.
- Encrypted IP addresses will be controlled by Google Ads and used according to Ads settings, configurations, and terms of service.
- Specific details on IP address usage for users outside the EEA, UK, or Switzerland will be provided in Help Center articles.
Additional Notes
- More details and exact dates for changes to ads personalization and IP address controls will be shared later in 2026.
- The update reflects Google's effort to streamline data governance, improve transparency, and enhance user privacy controls between GA and Google Ads.
