Data transmission controls

You can independently update your data collection preferences for advertising, behavioral analytics, and diagnostics using the data transmission controls within your Google tag settings. This allows for flexible data management. For example, you can enable core behavioral analytics functionality even when advertising data collection is restricted.

This feature is available in the Google tag settings within Google Ads, Google Analytics, and Campaign Manager 360. Data transmission controls are managed through the user interface (UI) only and are not available through gtag or API.

On this page

• About data transmission controls
• Set up data transmission controls

About data transmission controls

Data transmission controls simplify the management of data transmission by allowing you to opt-in to limited data collection. If you choose not to opt-in, your current data collection and transmission process and tag functionality will remain unchanged. You can independently restrict collection of 3 types of data: advertising, behavioral analytics, and diagnostics.

How advertising data collection is affected

Depending on which data transmission controls you select during setup, advertising data collection will be limited when ad_storage consent is denied.

If you select “Transmit limited advertising data only”, tags will redact identifiers that could be used to track a user across sites or sessions when consent is denied. This option preserves conversion modeling.

If you select “Prevent transmission of advertising data”, no advertising data will be collected until user consent is granted. Behavioral analytics and diagnostic data will still be collected. Regardless of your Ads data transmission setting selection, data may still flow from your Google Analytics account to your linked Ads account(s), subject to the controls and settings in your Google Analytics account.

How behavioral analytics data collection is affected

You can opt to restrict behavioral analytics collection by selecting “Prevent transmission of behavioral analytics data” during setup. This option blocks the collection of analytics data when analytics_storage user consent is denied.

Preventing the collection of behavioral analytics data will impact basic site measurement and behavioral modeling.

How diagnostic data collection is affected

If you choose “Prevent diagnostics data transmission” during setup, any additional collection of tag and consent mode diagnostic data will be blocked until user consent is granted.

This data is used to monitor the functionality of your tag and consent mode.

Set up data transmission controls

Data transmission controls are accessible through the Google tag settings in the UI of Google Ads, Google Analytics, and Campaign Manager 360. To set up data transmission controls, follow the steps for your chosen product below.

Step 1 of 2: Open your Google tag settings

Google Ads

1. In your Google Ads account, click the Tools icon .
2. Click Data manager.
3. Under “Google tag”, click Manage.

Google Analytics

1. Open Google Analytics.
2. In Admin, under Data collection and modification, click Data streams.
3. Click the data stream you want to edit
4. Under “Google tag”, click Configure tag settings.

Campaign Manager 360

1. Open Campaign Manager 360.
2. Under “Floodlight”, click Google Tag to edit the Google tag settings.

Step 2 of 2: Set up and enable data transmission controls

1. In your Google tag settings, click Manage data transmission.
2. Select Restrict advertising data transmission.
3. Select your data transmission option:
   • Select Transmit limited advertising data only if you only want aggregate data and identifiers to be shared when user consent for advertising purposes hasn’t been granted.
   • Select Don’t transmit any advertising data if you want to block tags from transmitting advertising data unless user consent is granted.
4. (Optional) Click Additional settings.
   • Select Prevent transmission of behavioral analytics data if you want to block analytics data collection unless user consent is granted.
   • Select Prevent all consent diagnostics data transmission if you want to block tag and consent mode data transmission until user consent is granted.
5. Click Save.

Related links

• Disable the collection of personalized advertising data
• Data collection and use
• [GA4] Data collection
• Report data freshness and availability