Google posted an update for the Google Ads and Google Analytics data controls yesterday where changes will be coming to the sources of the data. Google said this is to “simplify data controls and remove redundant settings between Google Analytics and Ads, we are planning to consolidate controls based on where the data is used.”
Here are those details:
While linking your Google Analytics account to your Google Ads account allows Google Analytics data to move through to your Ads account, the existing settings in Google Analytics continue to control how that data is used in your Ads account. Examples of this include (a) Google Ads cookies and IDs, which are controlled by the Google Signals settings, and (b) audiences, which are controlled by ads personalization in Google Analytics.
To simplify data controls and remove redundant settings between Google Analytics and Ads, we are planning to consolidate controls based on where the data is used. For linked properties, Google Ads settings will exclusively control Google Ads data (including data shared by Google Analytics). Google Analytics settings will exclusively control data used within Google Analytics for behavioral reporting. This simplifies controls and streamlines the consent process, so that user preferences are enforced consistently between Google Analytics and Google Ads. It’s important to note, customers remain in control of if and how their data is collected, and can change their settings at any time.
(1) Google Signals
The first change to support this direction is an update to the Google Signals setting in Google Analytics. Today, the collection of Google Ads cookies and IDs from the Google Analytics tag and SDK is controlled by both the Google Signals setting in Google Analytics and your Consent Mode Ads settings. To simplify controls, while ensuring data collection remains aligned with users choice, starting June 15, 2026, Google Analytics will transition to using Consent Mode (within Google Ads) as the single control for data. This means your users’ privacy selections, managed via Ads Consent Mode settings, will exclusively govern how data is collected and used.
Consequently, starting June 15, 2026, the Google Signals setting in Google Analytics admin and the Google Signals API will only control the association of your Google Analytics sourced data with signed in user information for behavioral reporting.
(2) Ads Personalization
In line with our efforts to streamline data governance, Google will be updating how Google Analytics data is managed for ads personalization later in 2026.
Today, ads personalization is controlled through a layer of settings at the account, property, Ads link, and event levels within Google Analytics. Similar to the Google Signals change, we will simplify this to ensure the usage of this Ads data is exclusively controlled by Ads settings. When you link your Google Analytics property to your Google Ads account, you establish the flow of data to Ads. At that point, the Consent Mode ad_personalization setting will exclusively control if that data is used for personalization in your Ads account.
(3) IP Addresses
IP addresses that are automatically collected by the Google Tag and SDK will be encrypted and flow to your linked Google Ads account. The encrypted IP addresses are then controlled by Google Ads and will be used in accordance with your Google Ads settings, configurations, and relevant terms of service. For more on IP address usage for users not located in the European Economic Area (EEA), the UK, or Switzerland, refer to this Help Center article.
More details and the exact dates for changes to ads personalization and IP address controls will be shared later this year.
Simo Ahava wrote on LinkedIn, “If I’m reading this correctly, there’s no middle ground here. Either grant ad_storage and Google will use all available ads signals at their disposal (including linking the user with their Google sign-in), or set it to denied an Google will not access any identifiers apart from what’s available in the url (e.g. gclid).”
Forum discussion at LinkedIn.
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