GA4 and Google Ads Consent Mode Changes: Why Ads-Linked Data May Decrease After June 15, 2026
Starting June 15, 2026, Google changed how Google Analytics 4 (GA4) and Google Ads share consent controls. Depending on how Consent Mode is configured on your website, Google may collect and return less advertising data than before. This is a change on Google's side; it is not an issue with your Power My Analytics connectors.
Issue
After June 15, 2026, you may notice lower values for conversion, audience, or Ads-related metrics in reports that use your Google Analytics 4 or Google Ads data sources. Your data sources continue to sync normally, the Data Sync status shows no errors, and other metrics look unaffected.
What changed on Google's side
Before this change, the Google Signals setting in the GA4 admin panel acted as a secondary control for how advertising data flowed between GA4 and Google Ads. As of June 15, 2026, Google consolidated these controls:
- The Consent Mode ad_storage setting on your website is now the only control that determines whether Google collects advertising cookies and identifiers and passes that data to Google Ads.
- Google Signals now only controls whether GA4 associates signed-in user information with behavioral reporting inside Analytics. It no longer affects Google Ads data collection.
- Websites with no Consent Mode configured stop writing advertising cookies entirely after June 15. There are no errors or warnings; the advertising data simply stops being collected.
For full details, see Google's official announcement: Consolidating data controls across Google Analytics and Google Ads.
Who is affected
This change can affect you if:
- Your GA4 property is linked to a Google Ads account, especially if GA4 conversions or audiences are used in Google Ads, and
- Consent Mode is missing, incomplete, or misconfigured on your website.
If your Consent Mode implementation is already complete and correct, you should see little or no difference.
What this means for your Power My Analytics data
Your Power My Analytics connectors do not require any changes, and nothing needs to be fixed in your hub:
- Your GA4 and Google Ads data sources continue to sync on schedule with no errors.
- Google's APIs continue to return successful responses; they may simply contain less advertising data than before.
- Affected data falls into these categories: conversion metrics, audience data, and metrics linked between GA4 and Google Ads (such as attribution and remarketing data).
- Data collected before June 15, 2026 is not expected to change, and all data already synced to Power My Analytics remains in your account.
Because Google reports this reduced data without any error, a drop caused by consent configuration can look like a data gap. Backfilling will not restore data that Google never collected.
How to check your Consent Mode setup
If you see a drop in Ads-linked data after June 15, review the consent configuration on your website (or ask your web developer or consent management platform provider to review it):
- Confirm Consent Mode v2 is implemented on your website and fires before any Google measurement tags load.
- Check that all four consent parameters are set intentionally: ad_storage, analytics_storage, ad_user_data, and ad_personalization.
- Verify that ad_storage is granted when visitors give consent. This parameter is the control point for Google Ads data collection.
- Confirm your GA4 property and Google Ads account linking is still in place in the GA4 admin settings.
- Compare your reports against the same date range in the GA4 and Google Ads user interfaces. If the platform UIs show the same reduced values, the data was not collected by Google, and the same values are what Google's APIs provide to Power My Analytics.
When to contact support
If your consent setup is confirmed correct and you still see missing data that does not match the GA4 or Google Ads user interfaces, our support team is happy to help you investigate: submit a ticket.
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