Google has announced an update that may be relevant for many companies that use Google Analytics 4 and Google Ads together. At first glance, the change sounds technical. At its core, however, it is a simple question:
Which setting will decide in future whether certain data from Google Analytics may also be used for Google Ads?
Previously, various settings in Google Analytics and Google Ads could determine how data was used. Google now wants to simplify this control. In future, data will be more closely controlled where it is used: Google Ads data via Google Ads or Consent Mode, Analytics data via Google Analytics. Google officially describes this change as a simplification of data controls between Google Analytics and Google Ads.
What exactly is changing?
If a GA4 property is linked to a Google Ads account, certain data from GA4 can be used in Google Ads. For example for:
- Conversion measurement
- Target groups / remarketing
- Campaign optimization
- Advertising evaluations
Previously, settings in GA4 also had an influence on how this data was used in Google Ads. First and foremost: Google Signals.
Google Signals is a function in GA4 that allows Google to use additional information from logged-in Google users for evaluations under certain conditions. Some companies have deliberately deactivated Google Signals because they wanted to keep their data usage rather cautious.
Google will change this logic from June 15, 2026. Then, for Google Ads cookies and IDs from the GA4 context, it will no longer be Google Signals in GA4 that is decisive, but the Consent Mode for Google Ads - in particular the consent for advertising storage, technically ad_storage.
Simply put:
Today: in GA4, you can still actively co-decide how certain data is used for Google Ads, e.g. by switching Google Signals on and off.
From June 15, 2026: For Google Ads, the Consent Mode or Google Ads setting primarily counts for this.
Outlook: Later in 2026, Google also wants to simplify the controls for personalized advertising: Then the Consent Mode parameter ad_personalization is to decide whether GA4 data may be used in Google Ads for personalized advertising.
Does this mean that something will break immediately?
No. It's no reason to panic. But it is a good reason to check your own setup. The update is particularly relevant for companies that:
- Have deliberately deactivated Google Signals in GA4
- have linked GA4 and Google Ads with each other
- use Google Ads conversion tracking
- Use remarketing or target groups from GA4 in Google Ads
- have integrated Consent Mode via the Google Tag Manager or a consent management tool
For companies without Google Ads or without a link between GA4 and Google Ads, the change is much less relevant.
Are you unsure whether this affects your website?
Then please get in touch with us. We will check whether GA4, Google Ads, Google Signals and Consent Mode are relevant for you - and whether there is a need for action before the Google update.
