Google is set to revise consent rules for Google Analytics and Google Ads beginning June 15th, making user permission the primary control for data collection. This update simplifies the current complexities associated with data sharing between Google Ads and Google Analytics.
The new framework will solely rely on the ad_storage consent setting for Google Ads, eliminating the previous dual influence of both Consent Mode and Google Signals settings. Marketers have previously expressed confusion due to buried controls in Analytics settings impacting ad data flows.
Starting in June, Google Analytics will continue to be governed by Google Signals, while Google Ads will focus exclusively on whether users grant ad_storage consent. A linked Google Analytics tag will no longer affect Google Ads’ ability to use advertising identifiers.
The changes imply a more straightforward yet more stringent consent framework. If users grant ad_storage, Google Ads can utilize all available signals, including link activities to a user’s signed-in Google account. Conversely, if ad_storage is denied, Google Ads will be limited to less persistent signals, such as URL parameters like gclid.
Marketers will face reduced ambiguity regarding ads data collection, albeit with fewer options for customizing shared data. This development intensifies the importance of consent settings for measurement, attribution, and audience targeting.
The simplification reflects Google’s ongoing efforts to clarify consent systems for advertisers and regulators. It aims to provide a single source of truth for ad consent to help reduce implementation errors and improve compliance.
Marketers are encouraged to audit their consent implementation before the June deadline. Teams should ensure Consent Mode update calls function correctly and verify that ad_storage settings correspond to user choices accurately. Brands with Google Signals disabled must pay particular attention, as they may encounter increased Ads-linked data if users grant consent.
“Cleaner rules are coming, but getting consent right will matter more than ever,” a Google representative stated, emphasizing the critical nature of this update.
