Google Adds Data Controls to Ads Consent

Here’s a longer, blog-style paraphrase divided into multiple paragraphs for readability, written in British English:

Google is introducing more precise controls that allow advertisers to manage how data is transmitted when users do not provide consent. This update builds on its existing Advanced Consent Mode, giving advertisers greater flexibility while maintaining compliance with privacy regulations.

The new feature, called Data Transmission Control, is quietly rolling out in Google Ads. It provides an additional layer of control over advertising, analytics, and diagnostic data, allowing advertisers to determine exactly what information can be collected or restricted when consent is limited.

Traditionally, Consent Mode has focused on signalling user choices to Google tags. While this approach helped reflect user preferences, it did not give advertisers direct control over which data flows under consent restrictions. Data Transmission Control fills this gap by giving tag-level management capabilities.

Advertisers can now independently restrict advertising data, behavioural analytics, and diagnostic information. For instance, if ad storage consent is denied, advertisers have two main options. They can either allow limited advertising data with identifiers anonymised, supporting conversion modelling, or completely block advertising data until the user provides consent.

Behavioural analytics, which track general user activity on a site, can also be selectively managed. Advertisers may allow this data even when ad data is restricted, or block it entirely if required. This flexibility ensures advertisers can continue measurement efforts without compromising user privacy.

Accessing the new setting requires navigating through Data Manager → Google Tag (Manage) → Manage Data Transmission. The option is somewhat hidden, meaning many users could miss it if they are not actively exploring the settings.

One of the key benefits of Data Transmission Control is that it allows advertisers to adopt a privacy-first approach to data collection while still maintaining accurate measurement. In regions with strict privacy regulations, this can be particularly valuable, ensuring compliance without sacrificing insight.

Consent Mode must already be active for Data Transmission Control to work. Configuration is performed via the UI in Google Ads, Google Analytics, or Campaign Manager 360, and it applies only to Google tags. If the feature is not enabled, nothing changes—data continues to flow under the existing settings.

Once a user grants consent, data transmission resumes automatically, ensuring measurement is not permanently disrupted. This seamless approach allows advertisers to balance privacy and performance efficiently.

The feature was first identified by Google Ads expert Thomas Eccel, who shared his findings on LinkedIn. Early reports indicate that the control has been quietly rolled out and may not yet be widely noticed by advertisers.

For advertisers, this represents a subtle but powerful improvement in how data collection can be managed. It gives a new level of granularity, allowing marketers to precisely control what data is collected and transmitted under varying consent scenarios.

Previously, advertisers had to rely on broader consent signals, meaning that if a user declined ad storage, much of the measurement and analytics functionality was limited. Data Transmission Control changes that, offering a more nuanced approach that protects privacy while still enabling insights.

This feature can be particularly useful for businesses operating in highly regulated markets or regions with strict consent laws, such as the European Union. By allowing advertisers to tailor data collection at the tag level, they can avoid compliance issues while still understanding user behaviour.

Advertisers now have the ability to manage conversion modelling more effectively, even when full ad data is restricted. This ensures that campaigns continue to function optimally without compromising privacy standards.

In summary, Data Transmission Control provides a powerful new tool for advertisers who want greater control over their data collection practices. It offers a balance between maintaining user privacy and preserving valuable marketing insights. With this addition, Google Ads is enabling a more flexible, privacy-conscious approach to measurement that could become standard practice for advertisers worldwide.