Optimization of consent controls in Google Analytics and Google Ads

As part of a broader strategy to increase data processing transparency and streamline digital marketing architecture, Google has announced a large-scale update to its consent management mechanisms. Effective June 15, 2026, new rules for the interaction between Google Analytics (GA) and Google Ads will come into force, fundamentally changing how data flows are managed for medium and large-scale businesses. This article provides a detailed breakdown of the planned innovations and recommendations for adapting marketing strategies to these new regulatory requirements. Consolidation of data management Until now, marketers have operated within a complex model where the collection and use of advertising identifiers (cookies, IDs) were simultaneously influenced by both Google Signals settings and Consent Mode parameters. This often created risks of overlapping or conflicting settings when linking GA and Ads tags. Starting June 15, 2026, the framework will shift: Google Analytics data flows will be governed exclusively by Google Signals functionality. Google Ads data flows will be governed exclusively by the ad_storage consent mode setting. This decision removes the influence of GA settings on advertising campaign data. Moving forward, the use of data in Google Ads will require explicit and express user consent through ad_storage. Key changes in Google signals functionality The update clearly delineates the areas of responsibility for each tool. Previously, Google Signals and Consent Mode jointly controlled the collection of advertising identifiers via SDKs and GA tags. Under the new protocol: Specialized Control: The Google Signals setting within the GA admin panel and API will only control the association of GA data with signed-in Google user information for the purpose of behavioral reporting within Analytics. Consent Mode Priority: For the collection of any data related to advertising activities, Consent Mode within Google Ads becomes the sole valid controller. Impact on user identification and data linking It is critical for businesses to understand the mechanics of identifier processing based on consent status: When consent is granted (ad_storage: granted): Even if Google Signals is turned OFF, Google Ads gains the right to link user data with their Google accounts. This maintains high accuracy in attribution and targeting. When consent is denied (ad_storage: denied): Google Ads loses access to any user identifiers except those contained directly in the URL (e.g., the gclid parameter). Note: There is no middle ground. A business either gains full access to advertising signals through consent or operates in a restricted mode without the ability to identify users beyond the current session. Restructuring ads personalization controls Currently, personalization management is fragmented, occurring at the account, property, Ads link, and individual event levels. In the second half of 2026, Google will introduce a simplified scheme: The ad_personalization parameter within Consent Mode will exclusively determine whether GA data is used for ad personalization in linked Google Ads accounts. This minimizes the risk of configuration errors within the complex hierarchical structures of large organizations. New IP address processing protocol The changes will also affect the technical aspects of data transmission. All IP addresses collected via the Google Tag and SDK will be encrypted before being transmitted to linked Google Ads accounts. The use of encrypted IP addresses will be governed by Google Ads internal policies and terms of service. Detailed specifications regarding address processing for users outside the EEA, UK, and Switzerland will be released in official help documentation later this year. Conclusions and recommendations for business The planned updates are part of a global trend toward simplified data governance and increased transparency. To minimize data loss and maintain the effectiveness of marketing tools, companies are recommended to: Audit Consent Mode Settings: Ensure that update calls contain the correct consent signals. Review Google Signals Strategy: Clearly separate the objectives of analytical reporting from advertising optimization. Monitor Updates: Google has committed to sharing exact dates for the implementation of changes to personalization and IP address processing throughout 2026. This reform requires marketers to move toward a more conscious and structured approach to user consent management, which will ultimately strengthen consumer trust in the brand. Read this article in Ukrainian.