Google is changing the way Google Analytics and Google Ads share consent signals — a change that could have a big impact on marketers’ tracking setups starting this summer.
What’s going on. As of June 15, Google’s ad data collection will be based solely on this ad_storage consent setting, removing a layer of complexity that previously appeared from the connected configuration of Google Analytics.
Until now, the flow of ad data between Analytics and Ads was influenced by both the Permission Mode and the Google Signals settings within GA. That has created confusion for advertisers, especially because some controls are buried in Analytics settings instead of appearing clearly in ad consent banners or tag usage.
Starting in June, Google simplified that structure. The collection of Google Analytics data will still be governed by Google Analytics, but Google Ads will only check if users have consented. ad_storage permission.
That means that the linked Google Analytics tag will no longer affect whether Google ads can collect or use advertising identifiers.
What is changing. For many advertisers, the update will effectively create a cleaner – but tougher – consent framework.
If ad_storage permitted, Google Ads may use all available advertising signals, including linking functionality to the user’s logged-in Google account if possible. If ad_storage is rejected, Google will be limited to infinite signals, such as URL parameters such as gclid.
There seems to be little middle ground. Advertisers will have less ambiguity about what’s driving ad data collection, but they’ll also have fewer ways to fine-tune what’s being shared.
Why do we care. This change makes permission settings more compatible with measurement, attribution and audience targeting. As of June, whether Google Ads can use identifiers will depend almost entirely ad_storage signal, so any gaps or errors in setting the permission mode may directly affect the campaign performance data.
It also removes the hidden complexity from Google Analytics’ linked settings, giving advertisers clear rules – but less flexibility.
Between the lines. The move reflects a broader push by Google to make consent systems easier to understand for advertisers and regulators.
A single source of truth for ad consent can reduce user errors and make compliance easier to define. But it also puts more pressure on brands to ensure their consent mode setup is working properly.
If consent reviews are delayed, poorly prepared or incomplete, marketers can see gaps in measurement, calculation and audience targeting.
What marketers need to do now. Check your permit usage before the June deadline.
Teams should ensure that the review calls for the permit mode fire correctly and that ad_storage settings accurately reflect user preferences. Brands with Google Signals turned off should pay special attention: under the new setup, they can see more data linked to ads than before if users give ad consent.
For retailers, the takeaway is simple: cleaner regulations are coming, but getting the right approvals will be more important than ever.
Celebrate deeply. Updates to Google Analytics Data Controllers
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