Google announced this in a mandatory service announcement to the Google Tag Manager team's users on November 2, 2026.
Tags sending data to Google Ads, Display & Video 360, Search Ads 360 and Campaign Manager 360 will accept the full IP address. Google Analytics tags keep applying IP redaction. Third-party tags keep control over which signals they accept.
Until now, IP redaction in a server container applied to the whole container. From January, processing moves to the individual tag.
Consent is on you: end-user notices and legally required consents must be in place before data collection starts. In the EEA, the EU User Consent Policy applies strictly.
You control this inside the container with Transformations: a custom template variable that calls getAnonymizedIpAddress, plus an Augment event transformation that overrides ip_override. Select the tags to protect, then check it in Preview before publishing.
My tip: if you run sGTM on European traffic, review the setup with legal or your DPO before January. The IP reaching advertising tags will no longer be redacted by default.
Spotted by Matteo Zambon.
