Tracking platform updates in plain terms: what Google, Meta and others announced, who it affects and what to do before the date. 3 articles
Ad and analytics platforms change their rules regularly, often by changing a default. Nothing breaks visibly, which is exactly why such a change is easy to miss. Each article here covers one announced change: what it does, who it affects, and the steps to take before it starts.
From 11 January 2027, Google ad tags in server containers get the full IP address unless you keep shortening it. Meta's on-device conversions setting measures conversions on devices from 12 November 2026, for visitors outside the EU and the UK. And GA4's Data manager beta brings cost data from Meta, TikTok and other platforms into the property.
Run Google Ads or Floodlight tags in a server container? Start with the full IP change, and check every client container separately.
Start here: Google ad tags in server containers get the full IP in 2027
A new Admin page brings in cost from Meta, TikTok, Snap, Pinterest and Reddit, plus file and CRM imports. What it imports and what to check first.
UpdateA new pixel setting, on by default, credits more conversions to your campaigns. Who it applies to, what it does to your numbers and what to do first.
From 11 January 2027, Google Ads and Floodlight tags in server-side GTM receive the full visitor IP. What it means for privacy and how to keep it shortened.
From 11 January 2027, according to Google's email to advertisers, Google Ads, Floodlight, DV360 and SA360 tags in server containers receive the visitor's full IP address unless you keep shortening it. GA4 tags keep redacting. With IP Anonymization switched on in Measurebase, every tag only ever sees a shortened address.
Not according to Meta: the setting is not active for people in the EU and the UK. It applies to eligible visitors elsewhere, on sites that ask visitors to log in with an email address or phone number. From 12 November 2026, expect more attributed conversions for the same sales; a baseline from before that date shows the difference.
No. Data manager works on the GA4 property: imports such as Meta cost data are added beside the events your tag sends, not through it. Your server container keeps sending events as before, with the UTM parameters of the landing page intact, which is what the cost import matches on. GA4 Data manager explained.