Google introduces new mechanisms for controlling data transfer

Google continues to systematically expand its tools for operating in an environment of increasingly strict data privacy requirements. A new feature, Data Transmission Control, has appeared in Google’s advertising ecosystem, providing advertisers with significantly deeper control over which data is transmitted when a user has not given consent for cookies or advertising tracking. This update is a logical continuation of Advanced Consent Mode, but at the same time it goes beyond simply recording the user’s consent status. Advertisers can now control the actual data transmission at the tag level. What Data Transmission Control is and its core concept Data Transmission Control is a new level of data management in Google Ads that allows advertisers to independently regulate: the transmission of advertising data; the transmission of behavioral analytics; the transmission of diagnostic (technical) data. Unlike the classic Consent Mode, which only signals Google systems about the user’s consent status, the new mechanism determines which types of data can be sent at all in cases where consent has been denied. How it works in practice Advertising data control If a user has declined ad_storage, advertisers can choose between two scenarios: Allow limited transmission of advertising dataUser identifiers (cookies, user IDs) are edited or removed, but: conversion modeling is preserved; campaigns are not completely “blinded”; aggregated attribution remains available. Fully block advertising dataAll advertising signals stop being transmitted until the user provides consent. This represents a fundamentally new level of choice between respecting privacy requirements and maintaining measurement effectiveness. Behavioral analytics Data Transmission Control allows analytics to be separated from advertising. Even if advertising data is restricted or blocked, advertisers can: allow the transmission of anonymized behavioral analytics; or block it entirely — depending on the legal requirements of a specific market. This is critically important for businesses operating in the EU, the United Kingdom, or other jurisdictions with strict regulations such as GDPR, ePrivacy, and the Digital Services Act (DSA). Diagnostic data A particularly valuable aspect of the new approach is the ability to independently manage the transmission of diagnostic data. This includes technical signals that are not used for targeting or performance measurement in the traditional sense but are essential for maintaining the stability of the analytics infrastructure. These signals include tag errors, system and technical events, as well as indicators that help assess the correctness and stability of tag implementation on a website or in an application. By allowing these data points to be transmitted separately from marketing or measurement signals, businesses retain the ability to quickly identify and resolve technical issues even in environments with strict consent limitations. Where to find the settings The functionality is already available in the Google interface, but it is implemented in a non-obvious way and can easily go unnoticed. The path to the settings is as follows: Data Manager → Google Tag → Manage → Manage data transmission Due to the multi-level navigation and the absence of clear prompts or notifications about the new option, many advertisers — including experienced specialists — may simply not notice its appearance. This creates a situation where the capability already exists but is not actually being used, especially within teams that rarely revisit Data Manager after the initial tag setup. From a practical perspective, this once again highlights the importance of regularly auditing platform interfaces and updates. Key changes in data-handling logic are increasingly being introduced without public announcements and require proactive discovery. Important technical limitations Consent Mode must already be activated — without it, Data Transmission Control does not function. The settings are available only through the UI of: Google Ads Google Analytics Campaign Manager 360 The feature works exclusively with Google tags. If the new control is not activated, system behavior remains unchanged. Once a user provides consent, full data transmission is automatically restored. Why this matters for marketers and businesses Real control For the first time, advertisers receive a tool that allows them to manage the actual flows of data, not just record user consent statuses. This means being able to precisely determine which events, parameters, and identifiers are transmitted to advertising platforms, and which are blocked or modified. This approach reduces the risk of excessive data sharing while simultaneously increasing transparency across the entire data collection and processing system. Balancing privacy and performance Data Transmission Control makes it possible to preserve analytics effectiveness even under strict personal data limitations. Through properly configured conversion modeling, event aggregation, and server-side approaches, businesses do not completely lose the signals required to optimize campaigns. This is critically important in an environment where fully blocking data leads to performance marketing degradation, while excessive data transmission creates legal and compliance risks. Flexibility for regulated markets For industries with elevated privacy requirements — such as finance, healthcare, education, and e-commerce targeting EU audiences — controlling data transmission becomes a necessity rather than an option. The ability to adapt data collection logic to different jurisdictions, user types, and interaction scenarios allows businesses to scale without constantly risking regulatory violations. A strategic advantage Companies that implement Data Transmission Control earlier and with higher quality will gain: more stable data; reduced attribution losses; stronger alignment with audits and legal reviews. Who first noticed the update The first mentions of the new functionality appeared not in Google’s official releases, but within the professional community. The update was spotted by Google Ads specialist Thomas Eccel, who shared interface screenshots and his observations on LinkedIn. It was through these publications that it became clear Google had begun testing or gradually rolling out a new approach to data transmission control. Notably, Google did not accompany the launch with loud announcements, blog posts, or documentation at the outset. This “quiet” release format is typical for changes of a sensitive nature — particularly those related to privacy, compliance, and regulatory risk. In such cases, the company often opts for gradual implementation, collecting feedback from a limited group of advertisers and agencies before broader deployment. For marketers, this serves as an additional signal: updates of this kind may appear in the interface well before any official communication is published. As a result, monitoring expert communities and real-world implementations becomes critically important for timely adaptation of advertising and analytics strategies. Conclusion Data Transmission Control is a subtle but exceptionally powerful tool for modern marketing. It marks a new phase in data operations where privacy and effectiveness are no longer mutually exclusive. For marketers, analysts, and business owners, this is a clear signal that measurement strategies must be revisited now — focusing not only on user consent, but on precise control over data transmission flows. Read this article in Ukrainian.