1 min read
What changed
From June 15 2026, Google Signals will no longer control ad data collection in GA4
Consent Mode settings in Google Ads become the single control point for advertising data
Later in 2026, ads personalisation settings and encrypted IP addresses will also shift from GA4 to Google Ads
What it means
Every business that links GA4 to Google Ads is affected. After June 15, your users' privacy selections managed through Consent Mode will exclusively govern how data is collected and used for advertising. Google Signals will only handle behavioural reporting for signed-in users. If your Consent Mode implementation is incomplete or misconfigured, you risk losing conversion data that currently flows through Google Signals. This is not optional.
What to do
Audit your Consent Mode implementation now. Confirm it fires correctly for both granted and denied states
Check your Google Ads account has the right consent settings configured before the June 15 cutover
Review how Google Signals currently contributes to your audience data and attribution
Test your conversion tracking with Consent Mode as the sole data control in a staging environment
Source: Google Analytics Help, Search Engine Roundtable, PPC Land
