Google has announced a significant update to how data is controlled and managed between Google Ads and Google Analytics. While this may appear, at first glance, to be a minor technical adjustment, it’s looking like it will mark the start of how data, consent and advertising performance will be handled by the tech giant moving forward. Google’s aim is to simplify data controls by removing overlapping settings between platforms and consolidating them based on where the data is ultimately used. In practice, this introduces a clearer separation of responsibilities between Google Ads and Google Analytics, while placing greater importance on consent-based