Starting June 15, 2026, Google will separate the consent controls for Google Analytics 4 (GA4) and Google Ads. The Google Signals setting will only manage behavioral reporting within GA4, while the ad_storage option will control data collection for Google Ads.
Previously, disabling Google Signals prevented Google from linking users with their accounts for advertising. After the June change, Google Ads can collect user data if ad_storage is enabled, irrespective of Google Signals settings.
The only method to fully block this data collection is to deny ad_storage, which will disable conversion tracking and potentially impact campaign performance.
This update was reported by Fedde ter Punt.