Google to simplify Ads and Analytics consent rules on June 15

· Source: Dataconomy · Field: Business & Management — Marketing, Branding & Advertising, E-commerce & Digital Commerce · Depth: Intermediate, quick

Summary

Google will revise its consent rules for Google Analytics and Google Ads starting June 15th, making user permission the sole determinant for data collection. This update streamlines the previous intricate data sharing mechanisms between the two platforms. The new framework for Google Ads will exclusively depend on the "ad_storage" consent setting, removing the prior influence of both Consent Mode and Google Signals. This change addresses marketer confusion over complex Analytics settings affecting ad data flows. Post-June 15th, Google Analytics will still be governed by Google Signals, but Google Ads' use of advertising identifiers will solely hinge on "ad_storage" consent, simplifying data collection while making it more stringent.

Key takeaway

For marketing and data teams managing Google Ads and Analytics, you must audit your consent implementation before June 15th. Ensure your Consent Mode update calls are functioning correctly and that "ad_storage" settings accurately reflect user choices, as this update centralizes ad data collection around a single, more stringent consent signal, impacting measurement and targeting capabilities.

Key insights

Google is simplifying ad consent rules, making user "ad_storage" permission the single control for Google Ads data.

Principles

Method

Google Ads will rely exclusively on the "ad_storage" consent setting, while Google Analytics continues to be governed by Google Signals.

In practice

Topics

Best for: CTO, VP of Engineering/Data, Marketing Professional, Consultant

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Editorial summary, takeaway, and curation by AIssential. Original article published by Dataconomy.