Google announced consent mode becomes sole control of Ads data from GA; Google signals narrowed

From June 15, 2026, for Analytics properties linked to Google Ads, the consent mode ad_storage signal alone controls whether Google Ads cookies and IDs are collected; the Google signals setting only governs association of Analytics data with signed-in users for reporting. Later in 2026 ad_personalization will exclusively control personalization, and encrypted IP addresses will flow to linked Ads accounts under Ads terms.

Advertisers should verify consent mode v2 is implemented with all four parameters (ad_storage, analytics_storage, ad_user_data, ad_personalization) and correct default states before June 15, 2026, since Google signals no longer acts as a backstop for advertising data. The ads-personalization consolidation and encrypted-IP handling have no fixed dates yet.