Google has announced updates to how consent controls work between Google Analytics and Google Ads, simplifying how user data is managed across linked accounts.
For properties that are connected, Google Ads settings will now take full control over data usage, aligned with user consent choices.
Starting June 15, 2026, destination specific consent controls will be applied via tags and SDKs, meaning:
- Google Signals and API will control data use in Analytics
- Ads Consent Mode will exclusively control data used in Google Ads
If Google Signals is enabled, no action is required. If disabled, Ads may begin using consented cookies unless ad_storage is set to denied. A 90 day grace period is available.
This update was shared by Arpan Banerjee.
