Google Ad Tags in Server-Side GTM to Accept Full IP Addresses

Google says advertising tags in server-side Google Tag Manager will accept full IP addresses, while Analytics tags will continue to have IP addresses redacted, according to Search Engine Journal. The distinction is important for marketers reviewing how their server-side tagging setup handles address data.

The change described by Google applies differently to the two types of tags. For ad tags, the relevant point is that they will be able to accept a complete IP address. For Analytics tags, the reported position is that redaction will remain in place. Marketers should not assume that the same IP-address treatment applies across both categories.

Acceptance of a full address is not the same as a statement that every advertising tag will necessarily receive one. The available summary does not establish what each individual implementation will send, or whether an advertiser has already chosen to redact addresses. Those details need to be checked against the configuration in use.

Redaction is also an option for marketers concerned about sending complete addresses through advertising tags. Search Engine Journal’s report discusses how to redact them, but the available summary does not provide the procedure. It therefore does not supply enough detail to describe the required settings or steps here.

The information available also does not specify a rollout date or describe a broader change to Analytics tags. The reported distinction should be read as a change in what server-side ad tags can accept, alongside the continued redaction described for Analytics tags, rather than as evidence that all tags are being treated alike.

What this means for marketers

Review the ad and Analytics tags in your server-side Google Tag Manager setup separately, and check whether your intended IP-address handling matches their configuration. If you want advertising-tag addresses redacted, consult the full Search Engine Journal report and Google’s relevant guidance for the implementation details before making changes.