I’ve got some exciting news about Google Ads: They’ve introduced something called App Consent Insights! This new feature aims to give us, the advertisers, a much clearer picture of how consent affects our app campaign performance.
What’s new? There’s this cool diagnostics view that breaks down consent data across various apps, platforms, regions, and traffic sources. It’s a game changer for understanding where we might have gaps in our setup.
Zoom in. I can now see an overall consent rating described as “Excellent,” “Good,” or “Poor.” Plus, there’s a live count of apps actively sending consented data and a detailed table that shows consent rates for conversions, including the differences between EEA and non-EEA users.
Why it matters to us. With privacy regulations getting stricter, consent isn’t just a compliance issue—it’s a critical factor for measurement and optimization. This update gives us more visibility into how consent setups could be holding back our performance.
Between the lines. Google is making it easier for us to measure and act on consent data at a time when signal loss significantly impacts campaign performance.
What to watch. We should start looking at optimizing not just for conversions, but also for improving consent rates as another lever of performance.
Bottom line. With better visibility into consent, we can achieve better data quality and ultimately, better campaign outcomes.
First seen. Google Ads expert Thomas Eccel first noticed this update on LinkedIn.
I recently discovered that Google is making significant updates to Analytics and Ads consent rules, which are set to take effect this June. This change will prioritize user permission as the key factor in how ads collect and utilize data.
Starting June 15th, the process of data collection in Google Ads will now rely exclusively on the ad_storage consent setting. This alteration removes the previous layer of complexity that came from linked Google Analytics configurations.
Previously, the flow of ad data between Analytics and Ads was governed by both Consent Mode and Google Signals settings within Google Analytics. This often led to confusion among marketers like myself, as many controls were hidden deep within the Analytics settings, rather than clearly visible in consent banners or tag implementations.
Moving forward, Google is streamlining the process. While Google Analytics data collection will still use Google Signals, Google Ads will now focus solely on whether users have consented to ad_storage.
This means that a linked Google Analytics tag will no longer influence Google’s ability to collect or use advertising identifiers.
The new update offers a cleaner, albeit more rigid, consent framework. If ad_storage consent is given, Google Ads can use all available advertising signals, including linking activity to a user’s signed-in Google account when feasible. If denied, Google will only utilize less persistent signals such as URL parameters like gclid.
This change substantially reduces ambiguity—marketers will have a clearer understanding of what drives ads data collection, with fewer options to customize what gets shared.
The primary concern here is that this adjustment makes consent settings more significant for measurement, attribution, and audience targeting. From June, whether Google Ads can leverage identifiers will depend largely on the ad_storage signal, highlighting the importance of correct consent mode setup for optimal campaign performance data.
The update simplifies some of the complexity hidden in linked Google Analytics settings, providing advertisers with more defined rules but less flexibility.
This move by Google underscores a broader strategy to enhance the understanding of consent systems for both advertisers and regulators. Having a single source of truth for ad consent could minimize implementation errors and simplify compliance explanations, but it also demands that brands ensure their Consent Mode is accurately configured.
Should consent updates be delayed or improperly configured, marketers might face gaps in measurement, attribution, and audience targeting.
Marketing teams need to take action before the June deadline by auditing their consent implementation. We should verify that Consent Mode update calls are firing correctly, and that ad_storage settings reflect users’ choices precisely. Brands with Google Signals disabled should be especially vigilant, as they could witness more Ads-linked data under the new setup if users allow ad consent.
The takeaway is clear: streamlined rules are on their way, but getting consent right will be more critical than ever.
Recently, I discovered that Google is offering advertisers more control over data flow, which is especially helpful when user consent is limited.
Driving the news. There’s a new tool out called Data Transmission Control, appearing in Google Ads. This enhancement builds on Advanced Consent Mode by providing a more detailed approach to managing how advertising, analytics, and diagnostic data are shared.
What’s new. As an advertiser, I can now independently adjust the flow of advertising data, behavioral analytics, and diagnostic data. If ad_storage consent is not given, I have two choices: either allow limited data with identifiers removed (which still supports conversion modeling), or entirely block the data until consent is obtained. Interestingly, I can still allow behavioral analytics even if ad data is restricted, or choose to block it completely.
Where to find it. I found the setting hidden within Data Manager → Google Tag (Manage) → Manage data transmission. It’s easy to overlook if you’re not looking carefully.
Why we care. Traditionally, Consent Mode was all about reflecting user choices. Now, with Data Transmission Control, I can decide—right down to the tag level—what data flows when there’s no consent, aligning more closely with privacy-focused strategies.
It’s empowering to have this degree of control, especially when trying to balance privacy compliance against performance metrics, which is crucial in markets with strict regulations.
Key details. It’s important to note that Consent Mode must be enabled for this feature to function. It’s set up via the user interface in Google Ads, Google Analytics, or Campaign Manager 360, and applies only to Google tags. If the feature isn’t enabled, everything stays the same, but once consent is given, data transmission resumes automatically.
First seen. This update was first reported by Google Ads expert Thomas Eccel, who shared his insights on LinkedIn.
The bottom line. The introduction of Data Transmission Control provides a subtle yet powerful way for me to ensure tighter data collection control without fully losing out on valuable measurement capabilities.
