It is an important update: Google is now updating how advertising data is controlled between Google Analytics and Google Ads. Find here everything you need to know.

From 15 June 2026, Google Ads will rely exclusively on Consent Mode (ad_storage) to determine whether advertising data can be collected and used. The Google Signals setting will no longer influence how data is used within Google Ads.

As a result:

• Consent Mode becomes the primary control layer for advertising data

• Google Signals will apply only to Analytics reporting and audience features

• Consent configuration will directly impact both compliance and campaign performance

This update is particularly relevant for organisations with linked Google Analytics and Google Ads accounts, especially where Google Signals is currently disabled or consent management is business-critical.

What’s changing (GA, G-Ads)

Currently, the collection and use of advertising data through Google Tags and SDKs is influenced by both:

• Google Signals (configured in Google Analytics)

• Consent Mode settings (particularly ad_storage)

On June 15, 2026, Google is introducing destination-specific controls. This means that tags and SDKs will apply destination-specific controls depending on where the data is used (Google Analytics vs Google Ads).

• Data collected via Tags and SDKs for use within Google Analytics will continue to be governed by Google Signals

• Data collected via Tags and SDKs for use within Google Ads, including data shared from Analytics, will be governed exclusively by Consent Mode (ad_storage)

This removes Google Signals as a control mechanism for advertising data usage.

Why this is important

This change simplifies Google’s data governance model by aligning controls with where data is used. However, it also removes a layer of control that some organisations relied on.

Previously, disabling Google Signals could limit the use of advertising data.

Going forward, if a user grants consent (ad_storage = granted),
Google Ads may collect and use advertising cookies and identifiers regardless of the Google Signals setting.

This may include associating user activity with Google’s signed-in user data for purposes such as:

• Audience creation

• Bidding and optimisation

• Conversion measurement

Key considerations

This update shifts full responsibility for advertising data control to Consent Mode.

As a result:

• Google Signals can no longer be used to restrict advertising data usage

• Consent configuration becomes the sole mechanism governing data collection for Ads

Grace period

A 90-day grace period is available for organisations by filling this form, that require additional time to:

• Update Consent Mode configurations

• Adjust privacy disclosures

• Align tagging and data collection setups (tags and SDKs)

Next Steps

Given this change, it is important to review your current setup to ensure that both compliance and measurement requirements continue to be met.

• Reviewing and validating Consent Mode implementations

• Auditing CMP (cookie banner) behaviour and default consent states

• Testing tracking behaviour across key consent scenarios

• Identifying gaps between data collection practices and regulatory requirements

• Aligning Tagging and SDK implementations with applicable privacy frameworks (GDPR)

Please let us know if you would like support with any of the above or if you have any further questions.