Tool
GA4 and Google Ads Consent Mapping Worksheet
Map which data flows from GA4 to Google Ads and which Consent Mode signal governs each use case. Free Google Sheet / XLSX template for DACH teams.
Document exactly which data flows from GA4 to Google Ads — and which consent signal governs each use case. A free template for analytics and data teams who need one clear picture of their consent-to-activation chain after June 2026.
After the June 15, 2026 change, Consent Mode (within Google Ads) is the single control for Google Ads data collection from GA4-linked setups. To manage that, you first have to see it: which flows exist, what each one is used for, and which of the four signals decides whether it happens. This worksheet gives you that map.
Context first? Read What the June 2026 Google Consent Mode change means for GA4 and Google Ads.
Who this worksheet is for
- Analytics leads who need a single source of truth for GA4 to Google Ads flows.
- Data and BI teams documenting governance and downstream consistency (incl. BigQuery export).
- Marketing and performance teams who want to know which use cases break if a signal is denied.
- Privacy and legal stakeholders who need the data flows written down to review with counsel (documentation support, not legal advice).
Why mapping matters now
Most teams can name that GA4 is linked to Google Ads. Far fewer can say, flow by flow, which consent signal governs which use — conversions, audiences, personalization, modeling. That gap is exactly where the June 2026 change bites:
- A denied or never-updated
ad_user_datasignal silently removes conversion observation. - A missing
ad_personalizationsignal affects personalization use (the exclusive control later in 2026). - An
analytics_storageproblem starves GA4 modeling, which then feeds Ads with less.
When the flows are mapped, these become visible before they show up as a cost-per-acquisition increase.
What's inside
The worksheet is a structured Google Sheet (and XLSX) with pre-built columns:
- Data flow — e.g. "GA4 key event to Google Ads conversion import".
- Use case — conversion measurement, audience/remarketing, personalization, modeling input.
- Governing signal(s) — which of
analytics_storage,ad_storage,ad_user_data,ad_personalizationcontrols it. - Default (EU / non-EU) — what the signal is before a decision.
- Behavior on grant / deny — what happens to the flow in each state.
- Owner — the team accountable for that flow.
- Status and notes — verified / needs-fix, with a place for evidence.
It ships pre-filled with the most common GA4-to-Ads flows as examples, so you're editing a real map rather than starting from a blank grid.
Preview — sample rows
| Data flow | Use case | Governing signal | On deny |
|---|---|---|---|
| GA4 conversion to Google Ads | Conversion measurement | ad_storage, ad_user_data | Conversion unobserved; relies on modeling |
| GA4 audience to Google Ads | Remarketing | ad_storage, ad_user_data | User not added to audience |
| Linked data to Ads personalization | Personalization | ad_personalization | Data not used for personalization |
| GA4 collection | Analytics + modeling input | analytics_storage | Event modeled, not observed |
These four rows ship in the template; you extend them with your own flows.
How to use it
- Copy the sheet and list every GA4-to-Google-Ads flow your setup actually uses.
- For each flow, fill in the governing signal(s) and the grant/deny behavior.
- Assign an owner and mark status (verified / needs-fix).
- Cross-check against the live setup using the audit checklist.
- Keep the map with your measurement documentation and set a review date.
Get the worksheet
Enter your details to receive the Google Sheet + XLSX. Soft gate — download on the next page.
Form fields: Work email · Company · Role · Current stack (GA4 / Google Ads / GTM / Server-side GTM / CMP / BigQuery / Other) · Consent checkbox.
Want help filling it in against your real account? Datascale can map and audit your GA4, Google Ads, GTM, CMP, and server-side setup.
How is this different from the audit checklist?
The checklist verifies whether your Consent Mode works. This worksheet documents what flows exist and what governs them. They are complementary — map first, then audit.
Does it cover server-side?
Yes. Add server-side flows as their own rows and note where the consent state is read and forwarded.
Is it GDPR advice?
No. It is a documentation aid. Use it to brief legal and privacy, who should reach conclusions with qualified counsel.
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