Google Ads
Google simplifies Analytics and Ads consent rules
Starting June 15, 2026, Google Ads data collection will rely solely on the ad_storage consent setting, removing the complexity of linked Google Analytics configurations and creating cleaner but more rigid consent rules for marketers.
Google is changing how Google Analytics and Google Ads share consent signals starting this summer.
Beginning June 15th, Google Ads data collection will rely solely on the ad_storage consent setting, removing complexity from linked Google Analytics configurations. Until now, ad data flows between Analytics and Ads were influenced by both Consent Mode and Google Signals settings inside GA.
Starting in June, Google Analytics data collection will still be governed by Google Signals, but Google Ads will look only at whether users have granted ad_storage consent. If ad_storage is granted, Google Ads may use all available advertising signals. If ad_storage is denied, Google will be limited to less persistent signals, such as URL parameters like gclid.
Marketers should audit their consent implementation before the June deadline and confirm that Consent Mode update calls are firing correctly.