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

Google says advertising tags in server-side Tag Manager will accept full IP addresses, while Analytics tags will continue to use redacted addresses. The distinction is relevant to marketers who use both types of tag and need to understand how address information is handled in each case.

The change concerns ad tags in the server-side version of Google Tag Manager. It does not mean that Analytics tags are moving to the same treatment: Google says their IP addresses will remain redacted. Marketers should therefore avoid assuming that all tags in a server-side setup handle this information in the same way.

An IP address can be passed to an ad tag in full under the approach Google describes. For an Analytics tag, the address remains subject to redaction. That difference matters when reviewing a configuration, because the tag’s purpose is central to understanding which treatment applies.

Redaction is still a consideration for marketers who do not want full IP addresses accepted by their ad tags. Google has also addressed how to redact addresses. The information available here does not specify the steps, so marketers should consult the relevant Google guidance before making configuration changes.

The announcement draws a distinction between what an ad tag can accept and what happens to an Analytics tag. It should not be read as a statement that every tag receives or uses a full address in every situation. Teams reviewing their setups should check the tags they use rather than applying the ad-tag description to the entire configuration.

What this means for marketers

Review the ad and Analytics tags in your server-side Tag Manager setup separately. Decide whether accepting full IP addresses for ad tags fits your organization’s requirements, and check Google’s instructions if you need to redact them. Before changing a configuration, confirm which tags are affected and how your existing redaction settings apply.