Heads upGoogle · Measurement · Mon, Nov 2, 2026

From Jan 11, 2027, server-side Tag Manager passes full visitor IP addresses to Google Ads, DV360, SA360 and CM360 tags unless you opt out

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Until default switches on for sGTM containers; opt-out instructions not yet published (midnight ET)

What changed

Google is emailing advertisers that starting January 11, 2027, server-side Google Tag Manager (sGTM) will let tags process "standard network signals like IP address" to improve ads measurement and personalization. Server containers move from container-wide IP redaction to tag-level processing: tags that send data to Google Ads, Display & Video 360, Search Ads 360 and Campaign Manager 360 will accept the full IP address, Google Analytics tags keep redacting it, third-party tags (Meta, TikTok and others) keep their own controls, and transformations can strip the signal before any tag reads it. The new behavior is on by default; Google calls the way out an opt-out and points to a Help Center article it doesn't name. The email says proper notices and legally required consent must be in place before collection, and EEA advertisers must follow Google's EU user consent policy (which also covers the UK and Switzerland). As of Nov 3, the Tag Manager release notes don't mention the change. The email was posted publicly by Google Ads freelancer Adriaan Dekker on Nov 2.

What to do

If you run a server-side GTM container, decide before Jan 11 whether you want Google's ad tags to get full IPs. If you set up sGTM partly to keep IPs away from Google, add an "Exclude parameters" transformation that removes the IP parameter (ip_override) for your Google Ads, Floodlight/CM360 and SA360 tags, or use the opt-out once Google publishes it. If you sell to the EU, UK or Switzerland, check with whoever owns your consent setup that your banner and privacy notice cover IP processing for ads. Either way, note Jan 11 in your reporting so a jump in matched Google Ads conversions isn't read as a real sales lift.