# Server-side Google Tag Manager sends full IP addresses to ad tags from 11 January 2027

> From 11 January 2027, server-side Google Tag Manager stops hiding visitor IP addresses from Google Ads tags by default. What changes and what to check.
- **Author**: Marxx
- **Published**: 2026-11-03
- **Category**: Google
- **URL**: https://marxx.ai/library-news/google-server-side-tagging-full-ip-ads-tags-january-2027

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From **11 January 2027**, server-side Google Tag Manager will pass each visitor's full IP address to Google Ads and Google's other ad tags by default, according to a Google email to advertisers. Google Analytics tags keep hiding it, so check your consent notices and your container before then.

## What we know

- **Reported:** Google emailed Google Ads customers about "network signal processing in server-side tagging". Freelancer Adriaan Dekker shared the email on LinkedIn on 2 November 2026, and [PPC Land](https://ppc.land/google-ad-tags-gain-full-visitor-ip-addresses-in-server-side-gtm-in-2027/) reported it the same day.
- Today a server container hides the IP address for every tag. From 11 January 2027, each tag decides for itself.
- Google's help centre and Tag Manager release notes did not mention the change yet (checked 3 Nov 2026), so treat the details as reported, not confirmed.
- **Confirmed by Google:** [transformations](https://developers.google.com/tag-platform/tag-manager/server-side/transformations) let you remove event data before any tag reads it.

| Tag in your server container | From 11 January 2027 |
|---|---|
| Google Ads | Full IP address |
| Display & Video 360 | Full IP address |
| Search Ads 360 | Full IP address |
| Campaign Manager 360 | Full IP address |
| Google Analytics | Still hidden |
| Other companies' tags | Their own settings |

## What it means for your ad account

Google says the change helps ad measurement and personalisation, so Google Ads may match more sales to clicks. It also means more personal data leaves your site. In the EEA, the UK and Switzerland, Google's [EU user consent policy](https://www.google.com/about/company/user-consent-policy/) still applies. In India, the DPDP Act asks for clear notice and consent too. If you only use the browser tag, nothing changes.

## What to do this week

1. **Check if you use server-side tagging.** Open Tag Manager and look for a container marked "Server".
2. **Read your privacy notice** and make sure it names IP addresses.
3. **Confirm your consent banner** works with [Consent Mode v2](/glossary/consent-mode-v2) in Europe.
4. **Decide if you want full IPs sent.** If not, add an "Exclude parameters" transformation before January.
5. **Recheck conversions in mid January** using our [Google Ads conversion tracking guide](/guides/how-to-set-up-google-ads-conversion-tracking).

## FAQ

### Does this affect the normal Google tag on my site?

The reported email covers server-side Tag Manager containers only. The browser tag on your site is not mentioned.

### Does Google Analytics get full IP addresses?

No. The email says Google Analytics tags keep hiding the IP address.

### Is this like Meta's Conversions API?

Both send data from your server. Our [Pixel vs Conversions API](/compare/pixel-vs-conversions-api) page explains why advertisers do this.

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