Google has announced changes to simplify how data is collected and used, while placing even more emphasis on user consent.
What’s changing?
Google Ads settings will take greater control over how data is used
Google Signals and Consent Mode are being aligned into one unified approach
Starting June 15, 2026, data controls will become “destination-specific” (per platform)
Ads consent (such as ad_storage) will govern advertising data usage
What does this mean for you?
If Google Signals is ON: no action needed
If it is OFF: Google Ads may use cookies if users consent to ad_storage
If consent is set to “denied”: no advertising cookies or identifiers will be used,
which impacts tracking and performance
Keep in mind:
Denying advertising cookies will directly affect:
Conversion tracking
Campaign performance
Audience targeting and optimization
Why is Google doing this?
To create consistency between Analytics and Ads
To strengthen user privacy
To give businesses clearer control and transparency
What should you do?
Review your Consent Mode settings
Update your privacy policy if needed
Ensure your website or app tagging is properly configured
In my setup, I use Cookiebot Web CMP by Usercentrics to manage consent and ensure compliance with these changes.
Good to know:
A 90-day grace period is available to make necessary updates.
This update highlights the ongoing shift toward privacy-first tracking. Make sure your setup is ready for the future.
Thanks for sharing Arpan Banerjee
