Google’s latest privacy update

Jun 1, 2026

Google’s latest privacy update

Jordan Heighton

Senior Measurement & Data Lead

If you’ve been keeping an eye on your inbox, you might have seen a recent email from Google regarding upcoming changes to Google Analytics 4 (GA4) data controls. At first glance, it looks like a major technical shift, but we’re here to break down what it actually means and why you can breathe easy.

What is changing?

Starting 15th June 2026, Google is simplifying how data is shared between Google Analytics and Google Ads.

Historically, the ‘Google Signals’ toggle in your GA4 account acted as a bit of a safety net. If your website’s Consent Mode wasn’t perfectly declared, Google Signals could step in as a fallback to help Google Ads collect the identifiers it needs for tracking.

This safety net is being removed - as Google splits the controls, with each platform managing its own data. From June, Google Ads will only collect advertising data if the user explicitly grants permission via the ‘ad_storage’ signal in Consent Mode.

Starting 15th June 2026, Google is simplifying how data is shared between Google Analytics and Google Ads.

What does this mean for your results?

Because the website’s code (Consent Mode) is becoming the single source of truth, there are two likely scenarios:

If your setup is correct, you will see little to no change, and the data will continue to flow as intended based on user consent.
If Google Signals is off: you might actually see an increase in available ad data once the ‘ad_storage’ signal becomes the primary driver.

Because the website’s code (Consent Mode) is becoming the single source of truth, there are two likely scenarios:

If your setup is correct, you will see little to no change, and the data will continue to flow as intended based on user consent.
If Google Signals is off: you might actually see an increase in available ad data once the ‘ad_storage’ signal becomes the primary driver.

Because the website’s code (Consent Mode) is becoming the single source of truth, there are two likely scenarios:

If your setup is correct, you will see little to no change, and the data will continue to flow as intended based on user consent.
If Google Signals is off: you might actually see an increase in available ad data once the ‘ad_storage’ signal becomes the primary driver.

The Accord approach

At Accord, we welcome this update, as it brings much-needed transparency and simplicity to the way data moves between systems.

We have always prioritised robust data governance, and our existing processes already account for this shift:

Onboarding: every GA4 property we manage is audited during onboarding to ensure Google Signals and data sharing are configured to industry best practices.
Expert implementation: we don’t just ‘set and forget.’ We actively assist our clients in implementing Consent Management Platforms (CMPs) and Consent Mode v2.
Regular Consent Audits: we conduct deep-dive audits on both CMP setups and Consent Mode integrations. This ensures that the technical signals being sent from a site (‘ad_storage’ and ‘ad_user_data’) are accurate, compliant, and ready for Google’s 2026 deadline.

At Accord, we welcome this update, as it brings much-needed transparency and simplicity to the way data moves between systems.

We have always prioritised robust data governance, and our existing processes already account for this shift:

Onboarding: every GA4 property we manage is audited during onboarding to ensure Google Signals and data sharing are configured to industry best practices.
Expert implementation: we don’t just ‘set and forget.’ We actively assist our clients in implementing Consent Management Platforms (CMPs) and Consent Mode v2.
Regular Consent Audits: we conduct deep-dive audits on both CMP setups and Consent Mode integrations. This ensures that the technical signals being sent from a site (‘ad_storage’ and ‘ad_user_data’) are accurate, compliant, and ready for Google’s 2026 deadline.

At Accord, we welcome this update, as it brings much-needed transparency and simplicity to the way data moves between systems.

We have always prioritised robust data governance, and our existing processes already account for this shift:

Onboarding: every GA4 property we manage is audited during onboarding to ensure Google Signals and data sharing are configured to industry best practices.
Expert implementation: we don’t just ‘set and forget.’ We actively assist our clients in implementing Consent Management Platforms (CMPs) and Consent Mode v2.
Regular Consent Audits: we conduct deep-dive audits on both CMP setups and Consent Mode integrations. This ensures that the technical signals being sent from a site (‘ad_storage’ and ‘ad_user_data’) are accurate, compliant, and ready for Google’s 2026 deadline.

The bottom line

In the world of digital marketing, the grey areas of data consent are disappearing. Google is moving toward a binary system: you either have consent, or you don't.

By guaranteeing that your technical setup is in a strong position today, we are protecting your ability to track conversions and build audiences tomorrow.

If we’re managing your accounts, the big split of 2026 is already under control. If we’re not, and you have any questions about your Consent Mode setup, please get in touch with our Digital Director, Dan Ward, at daniel.ward@accordmarketing.com.

In the world of digital marketing, the grey areas of data consent are disappearing. Google is moving toward a binary system: you either have consent, or you don't.

By guaranteeing that your technical setup is in a strong position today, we are protecting your ability to track conversions and build audiences tomorrow.

In the world of digital marketing, the grey areas of data consent are disappearing. Google is moving toward a binary system: you either have consent, or you don't.

By guaranteeing that your technical setup is in a strong position today, we are protecting your ability to track conversions and build audiences tomorrow.

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Jun 1, 2026

Google’s latest privacy update

Jun 1, 2026

Google’s latest privacy update

Jun 1, 2026

Google’s latest privacy update