Advanced Consent mode data collection and usage

ad_storage = denied
ad_storage = denied
ad_storage = denied
ad_storage = granted
ad_storage = denied
ad_storage = granted

ad_storage = granted
analytics_storage = denied
analytics_storage = denied
analytics_storage = granted
analytics_storage = denied
analytics_storage = granted
analytics_storage = denied

Settings analytics_storage = granted

ad_user_data = denied
ad_user_data = denied
ad_user_data = denied
ad_user_data = granted
ad_user_data = granted
ad_user_data = denied

ad_user_data = granted URL Passthrough = true

URL Passthrough = false
URL Passthrough = false
URL Passthrough = false
URL Passthrough = false
URL Passthrough = false

ads_data_redaction = false ads_data_redaction = false ads_data_redaction = true ads_data_redaction = true ads_data_redaction = true ads_data_redaction = true

Collected and Collected and

logged

Deleted

Deleted

Deleted

logged

Deleted

Deleted

IP address for GAds and collected & used to collected & used to collected & used to for GAds and collected & used to collected & used to
Floodlight GA4: derive IP country, but derive IP country, but derive IP country, but Floodlight GA4: derive IP country, but derive IP country, but
collected but not not logged not logged not logged collected but not not logged not logged
logged logged

Ad-click Identifiers

Collected

Recovered

Collected

(e.g., GCLID, DCLID, Identifiers typically GCLID is passes in

Hashed Redacted Collected Redacted
GCLID/DCLID only
AUID) stored in 1P cookies URL

3P Cookies

Disabled

Disabled

Disabled

Disabled

Enabled

Enabled

Enabled

(previously set on 3P cookies are 3P cookies are 3P cookies are 3P cookies are
google.com, Read & written prevented from being prevented from being prevented from being Read & written prevented from being Read & written
doubleclick.net) sent in headers sent in headers sent in headers sent in headers

Disabled

Disabled

Disabled

Disabled

1P Advertising Enabled

Enabled

Enabled

No new ads cookies No new ads cookies No new ads cookies No new ads cookies
Cookies Read & written written, existing ones written, existing ones written, existing ones Read & written written, existing ones Read & written
will not be read will not be read will not be read will not be read

Disabled

Disabled

Disabled

Disabled

Enabled

Enabled

Enabled

Analytics Cookies No 1P analytics No 1P analytics No 1P analytics No 1P analytics

Read & written cookies will be written cookies will be written Read & written cookies will be written Read & written cookies will be written
or read or read or read or read

Collected

Device ID Collected Not collected Not collected Not collected Collected Not collected
but not sent to GAds

App Instance ID Collected Not collected Not collected Collected Not collected Collected Not collected

Functional,
aggregate/non Collected Collected Collected Collected Collected Collected Collected
identifying data

Enabled
Cannot be Cannot be Cannot be Enabled
Cannot be
if ad_ personalization if ad_ personalization = Cannot be
= granted enabled

enabled

enabled

granted* enabled

enabled

Ad Personalization
Disabled
because because because Disabled
because ad_storage
because
if ad_ personalization ad_user_data is ad_user_data is ad_user_data is if ad_ personalization = ad_user_data is
is denied
= denied denied denied denied denied denied

*without analytics_storage, we lose the ability to measure users across sessions in GA4 meaning
GA4 audiences that rely on user state, like Lifetime Value (LTV) and returning users, won’t work