Short answer
Google has announced that tags sending data to its advertising products from server-side Tag Manager will accept full IP addresses. Analytics tags will keep redacting them. The change replaces container-wide redaction with tag-level processing. Advertisers should review which IP field each tag reads and check that their consent processes cover the data.
Highlights
- Tags sending data to Google Ads, Display & Video 360, Search Ads 360 and Campaign Manager 360 will accept full IP addresses.
- Google Analytics tags will keep redacting IP addresses; the change starts on 11 January 2027.
- Advertisers who want partial redaction can keep it per tag using transformations.
2 min readAuthor: UNIT Journal EditorEditor-in-chief: Uğur Deniz İlhan
As Search Engine Journal reports, Google is moving server-side Tag Manager from container-wide IP redaction to tag-level processing. Tags that send data to advertising products will accept the full IP address.
What changes, and when?
According to the notice, the change starts on 11 January 2027. Google Ads, Display & Video 360, Search Ads 360 and Campaign Manager 360 tags will be able to receive the full address, while Analytics tags will keep redacting. Third-party tags keep control over the signals they accept. The notice covers server containers only and says nothing about the Google tag or web containers running in the browser.
How do you keep IP addresses partially redacted?
Under the method on the Tag Manager help page, you create a custom variable that calls the getAnonymizedIpAddress function, then use an "Augment event" transformation to overwrite the ip_override field with that value. The function zeroes the last octet of an IPv4 address. Check the result in preview before publishing. Some third-party tags can read the address from custom headers, so they may need a transformation of their own.
The notice does not explain how the change interacts with consent mode or how long full addresses will be stored.
What should advertisers in Turkey do?
Brands that use server-side tagging and manage a Google Ads account can take these steps before the date:
- List the Google Ads, Floodlight and third-party tags in your server container and note which field each one reads the IP address from.
- Decide with your legal and data protection lead (under KVKK, Turkey's data protection law) which tags should get full and which partially redacted addresses.
- Set up the transformation for tags that should stay partially redacted and verify it in preview.
- Check that your consent texts and consent management tool cover the IP data collected by ad tags.
Frequently asked
- Does this change affect Google Analytics too?
- No. According to the notice, Analytics tags will keep redacting IP addresses. The change applies only to server-side tags that send data to advertising products.
Sources
- Search Engine Journal ·
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