Google Update: Google Signals to be removed as a control for Google Ads

Google has announced an update that fundamentally changes how Google Analytics and Google Ads work together. From June 15th, 2026, Consent Mode will be the sole determinant of whether GA4 data can be used for advertising purposes. The Google Signals setting in GA4 will lose its role as a “second lock” towards Google Ads.

For some advertisers, nothing will change. For others, data that is currently being held back will suddenly start to flow. In this article, we explain exactly what will change, who it will affect, and what you need to check before that date.

The current situation: two locks on one door

At present, there are two independent checks that determine whether GA4 data can flow to Google Ads for advertising purposes such as remarketing audiences, signed-in cross-device data, and bidding signals:

1. Google Signals on/off in GA4 admin
2. Consent Mode ad_storage Granted/denied per visitor

Both must be “open” before ads cookies and IDs can actually be used in Google Ads. If Google Signals is switched off, the data stream is blocked, regardless of what the visitor clicked on the cookie banner. ad_storage If op is denied, then nothing happens, regardless of the Google Signals setting.

What changes from 15 June 2026

Google is moving away from this double check. From that date, destination-specific controls will apply:

• Data to GA4: is controlled by the Google Signals setting and analytics_storage Consent
• Data for Google Ads (also if it runs via GA4): is exclusively controlled by ad_storage Consent

Concrete example: the Google Signals setting no longer has any influence on what is sent to Google Ads. If a visitor ad_storage grant, stream ads cookies and IDs from that moment on, even if Google Signals in GA4 is off.

The visual below shows the difference will be. The strike-through Google Signals is exactly the check that Google Ads will no longer do from June 15, 2026:

What you see: both from the web container and the server container, requests to Google Ads are only checked for ad_storage. The extra Google Signals control that is still in the way will disappear.

What does this mean for your setup?

The impact depends on your current Google Signals setting.

Google Signals is on

No change. The data stream towards Google Ads remains exactly the same, because Signals blocked nothing and ad_storage remains leading.

Google Signals is disabled

This is where the potential change lies. Currently, Google Signals blocks data from going to Google Ads, regardless of visitor consent. From June 15, 2026, that block will be removed. For visitors who ad_storage grant, GA4 data will still flow towards Google Ads.

In most cases, that’s not a problem, often even beneficial for remarketing and bidding performance. But if there was a specific reason that Google Signals was intentionally turned off (for example, a privacy consideration or an agreement with a DPO), then this is the moment to decide what you want.

What will be shared later that is currently blocked?

For advertisers who have Signals switched off, these are the concrete changes that will take effect from 15 June once a visitor gives consent:

• Google Signals audience extensionsigned-in cross-device remarketing audiences
• Cross-device conversion attribution via signed-in user data
• Demographics & Interests reports in GA4 (remains linked to Signals setting for GA4 itself)
• Remarketing audience quality the Ads from GA4 takes out

This is precisely the data that Google Signals adds to the standard picture: the link with Google accounts of logged-in users, which makes audiences and attribution more reliable across devices.

No more halfway

Where you could previously take a nuanced position (“accept consent, but do not link signed-in data via Signals”), that will no longer be an option. You have two choices:

1. ad_storage GrantedGoogle uses all available ads signals, including the link with Google sign-in data
2. ad_storage refused (by default): Google receives no advertising cookies or device identifiers, only what is already in the URL, such as gclid

If you want to technically approach the current “Signals out” situation after June 15th, the only way is: ad_storage Set default OP denied, to be configured regionally. Please noteThis blocks all advertising cookies, not just the Signals component. The impact on conversion tracking and campaign performance is then considerable.

What do you need to check before 15 June 2026?

A few practical action points to have in place:

Check your current Google Signals setting in GA4. Admin → Data settings → Data collection. Do you still remember why it's on or off? If not, now is the time to reconsider.

Check your Consent Mode implementation. This update places more emphasis on the consent signals you send. The ad_storage The state must be correct at the time of each hit, update calls must go through correctly, and the defaults must be right for the regions you operate in. For those advertising in the EU, a working Consent Mode v2 is already mandatory for remarketing and personalised advertising.

Update your privacy disclosures. Google explicitly asks that visitors are informed that their activity may be linked to Google sign-in data, and that they can view and delete this data via My Activity. Check whether your cookie policy and privacy policy cover this.

Use the 90-day grace period if you need it. Google offers a temporary deferral scheme for advertisers who need more time to adjust their disclosures or tag/SDK configuration. This can be requested via a form in the Google Help Centre announcement.

Finally

The update fits into a broader movement by Google towards a single source of truth for consent: Consent Mode is becoming increasingly dominant, with GA-level settings being phased out as a control for Ads data. For advertisers who have already properly configured their Consent Mode, this is largely a clean-up of overlapping controls. For those who consciously disabled Signals, it's a point of attention that requires a timely decision.

Are you unsure about the impact on your setup, or would you like an audit of your current Consent Mode implementation before 15 June? Get in touch, and we’ll look together at what's needed.