Google has announced a change that will affect everyone with a linked GA4 and Google Ads account. As of June 15, 2025, Google Signals will no longer dictate whether advertising data is collected. This role is being fully taken over by Consent Mode, specifically the ad_storage parameter.
If your settings have been running "automatically" until now, this is the right time for an audit. If your Consent Mode is set up incorrectly, after June 15, you may find yourself in violation of GDPR regardless of your Google Signals configuration.
What this means for your business
Consent Mode is not just a technical requirement. It is the foundation upon which the quality of your marketing data stands. Without correctly configured Consent Mode, it is currently common for:
- A portion of visitors to not be recorded in GA4 at all.
- Remarketing audiences to be incomplete - campaigns reach fewer people than they potentially could.
- Google Ads algorithms to optimize based on inaccurate conversions.
- ROAS to appear better or worse than it actually is.
In other words: you are making decisions based on incomplete data without even knowing it.
What is changing and why it’s not just a technical detail
Some organizations used to turn off Google Signals as an additional layer of privacy protection. The logic was simple: when Signals are off, advertising cookies are not collected regardless of how the consent banner is set up.
After June 15, this no longer applies. Google is introducing a simpler, yet stricter model:
| Situation | Until now | After June 15 |
|---|---|---|
| Google Signals off | Advertising data is not collected | No impact on data collection |
| ad_storage = granted | Data is collected (if Signals are on) | All advertising data is collected |
| ad_storage = denied | Partial restriction | Only basic URL data (e.g., gclid) |
Consent Mode becomes the sole decisive mechanism. Google Signals will continue to function but will have no impact on what is collected in the context of Google Ads.
It’s not just about Google Signals
Consent Mode isn’t just replacing Google Signals; it is redefining how Google handles your data altogether.
Until now, consent was just one of several factors. After June 15, it becomes the sole factor determining what Google sees and what it doesn’t. Every parameter — ad_storage, analytics_storage, ad_user_data — has a direct impact on what is optimized and what is modeled.
Where the real risk lies
Consent Mode may be technically "on," but that doesn’t mean it's working correctly. These are the most frequent errors we see during audits:
- Incorrect Trigger Timing: Tags fire before the consent initialization occurs.
- Missing CMP Integration: The cookie banner and Google Tag Manager (GTM) fail to "communicate," and consent signals are not transmitted properly.
- Events Sent Before Consent: Pageview or purchase events are triggered before the user has made a choice regarding consent.
What it looks like in practice
Take a look at what a correctly configured Consent Mode looks like directly in GTM Preview mode. The following screenshots are from our own website - this is exactly how we set up Consent Mode for our clients.
The first captures the moment the page loads; the second shows the moment after consent is granted via the cookie banner.
GTM Preview — Consent Default: ad_storage Denied before interaction with the cookie banner.
GTM Preview - Event: Consent Update. After granting consent, the parameters are updated to "Granted" (assuming all consents are allowed, as in this case). Consent Mode is functioning correctly.
How Google replaces missing data
When a user denies consent, Google isn’t left entirely in the dark. It collects what are known as cookieless pings - basic signals devoid of identifiers. Based on these, Google employs behavioral and conversion modeling.
The result is modeled conversions - estimated values that Google calculates for users it cannot track directly.
But beware: modeling only works correctly when Consent Mode is properly implemented. If the implementation contains errors (see the section above), the inputs for modeling are skewed, making the estimated data just as inaccurate as the direct data.
5-Step Checklist: Verify your settings now
- Check GA4 settings: Go to Admin → Data Settings → Data Collection. Verify your Google Ads linking and exactly what data is being shared.
- Check the default state of ad_storage: Your CMP (cookie banner) must have ad_storage set to denied by default. If not, data is being collected without consent.
- Verify consent update after user interaction: After clicking "I agree," a consent update must occur: ad_storage changes to granted. You can verify this in GTM Preview mode.
- Validate the entire implementation: Use GTM Preview or tools like Tag Assistant or the Stape Consent Debugger. Look for the correct sequence: consent initialization → default denied → consent update after interaction.
- Re-evaluate if you really need the GA4 ↔ Google Ads link: Not every organization actually utilizes this connection. If you aren't using it for remarketing audiences or importing conversions, consider whether the link is necessary.
Why you should care as a business owner
Consent Mode isn’t about cookies. It’s not about GA4. It’s about the quality of the data upon which your entire marketing strategy stands. Modern Google Ads campaigns operate on the principle of AI optimization. Algorithms learn from your data and automatically search for the best conversions. If the input data is incomplete or distorted:
- AI optimization fails to perform as intended.
- Campaigns gradually decline without any obvious reason.
- Growth is limited by poor-quality input data.
A correctly configured Consent Mode is a prerequisite for an AI-ready data stack. Without it, you are building on an unstable foundation.
We can help you with full implementation: CMP + GTM + Consent Mode V2, or an upgrade to server-side tracking for even more accurate data. Check out our Online Marketing services.
Conclusion
The change Google is introducing starting June 15 is technically simpler, reducing the room for error, but the consequences are more significant than ever before.
The only thing you can truly rely on is a correctly configured Consent Mode with ad_storage: denied as the default and an implementation that functions exactly as it should.
FAQ – Frequently Asked Questions
Do I need to change anything if my Consent Mode is implemented correctly?
If your ad_storage is set to denied by default and your consent banner correctly sends an update after interaction, the June 15 change will not directly affect you. However, we recommend verifying your implementation with an audit. Settings can often be disrupted by updates to your CMP or GTM container.
What is Google Signals, and why is it losing its impact on ad data collection?
Google Signals is a feature that links the behavior of logged-in Google users across different devices. Until now, disabling it also partially blocked advertising data collection. As of June 15, 2025, Google is decoupling these two things. Signals will handle cross-device reporting, while Consent Mode will strictly govern data collection.
How do I find out if my ad_storage is set to granted by default?
Open GTM Preview mode and load your website. Look at the first consent event during page initialization. If you see ad_storage: granted before any interaction with the cookie banner, your configuration is incorrect.
What happens if I do nothing and my settings are incorrect?
Advertising data may be collected without user consent. In the context of GDPR, this is a violation of the "privacy by default" principle, for which the Data Protection Office can issue a fine. Besides the legal risk, your advertising data will become distorted, as conversions will be attributed to users who never granted consent.
Does this change affect small e-shops, or only large companies?
It affects everyone who has GA4 and Google Ads linked, regardless of size. Consent Mode is not an optional add-on for large organizations; it is the baseline for correct implementation for anyone operating within the EU.
When exactly does the change take place, and what is the deadline?
Google has set the date for June 15, 2025. We recommend performing an audit as soon as possible. If changes to your CMP or GTM container settings are required, the implementation process can take several days.
