Google is changing how Google Analytics and Google Ads share consent signals — a shift that could have major implications for marketers’ tracking setups starting this summer.
What’s happening. Beginning June 15th, Google Ads data collection will rely solely on the ad_storage consent setting, removing a layer of complexity that previously came 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. That created confusion for marketers, especially because some of the controls were buried in Analytics settings rather than clearly surfaced in ad consent banners or tag implementations.
Starting in June, Google is simplifying that structure. 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.
That means a linked Google Analytics tag will no longer affect whether Google Ads can collect or use advertising identifiers.
What changes. For many advertisers, the update will effectively create a cleaner — but more rigid — consent framework.
If ad_storage is granted, Google Ads may use all available advertising signals, including linking activity to a user’s signed-in Google account when possible. If ad_storage is denied, Google will be limited to less persistent signals, such as URL parameters like gclid.
There appears to be little middle ground. Marketers will have less ambiguity about what drives ads data collection, but they will also have fewer ways to fine-tune what gets shared.
Why we care. This change makes consent settings much more consequential for measurement, attribution and audience targeting. From June, whether Google Ads can use identifiers will depend almost entirely on the ad_storage signal, so any gaps or errors in consent mode setup could directly affect campaign performance data.
It also removes some hidden complexity from linked Google Analytics settings, giving advertisers clearer rules — but less flexibility.
Between the lines. The move reflects Google’s broader push to make consent systems easier to understand for advertisers and regulators.
A single source of truth for ad consent could reduce implementation errors and make compliance easier to explain. But it also puts more pressure on brands to ensure their Consent Mode setup is working properly.
If consent updates are delayed, misconfigured or incomplete, marketers could see gaps in measurement, attribution and audience targeting.
What marketers should do now. Audit your consent implementation before the June deadline.
Teams should confirm that Consent Mode update calls are firing correctly and that ad_storage settings accurately reflect user choices. Brands with Google Signals turned off should pay particular attention: under the new setup, they could see more Ads-linked data than before if users grant ad consent.
For marketers, the takeaway is simple: cleaner rules are coming, but getting consent right will matter more than ever.
Dig deeper. Updates to Google Analytics Data Controls
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