Server-side Google Tag Manager volition shortly be capable to procedure and see your visitors' complete IP addresses. Google wrote, "Starting January 11, 2027, server-side Google Tag Manager (SGTM) volition authorize tags to procedure norm network signals akin IP location to facilitate improvements to Ads measure and personalization."
Google sent an email to advertisers saying, "Server containers in Google Tag Manager volition passage from container-wide IP location redaction to idiosyncratic tag-level processing:"
- Tags sending data to Google Ads, Display & Video 360, Search Ads 360 and Campaign Manager 360 volition now obtain the complete IP address.
- Google Analytics tags volition continue to use IP redaction.
- Third-party tags volition keep autonomous authority complete the signals they accept.
- Transformations can redact these signals before any tag accesses the data.
Previously, server-side Google Tag Manager could redact (remove or obscure) IP addresses throughout the complete server container.
From January 11, 2027, the behavior volition change:
- Google Ads tags: Will be capable to obtain the visitor’s complete IP address.
- Google Analytics tags: Will continue to use IP redaction.
- Third-party tags: Each provider decides which network signals it accepts.
- You can configure transformations to eliminate or redact IP addresses before tags admission the data.
This is a alter in the default data-handling behavior, not a necessity to dispatch complete IP addresses to all service.
An IP location is individual data under EU data-protection law in many circumstances, but receiving an IP location does not automatically acknowledge person by name. The notice concerns the signals tags can process; it does not average that all visitant volition automatically be personally identified.
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