Google Tag Manager to Process Full IP Addresses
Server-side tags will accept full visitor IP addresses starting January 11, 2027, while Google Analytics tags continue to redact them.
Updated on Nov. 4, 2026 in Advertising
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Google announced that server-side Google Tag Manager will process full visitor IP addresses beginning January 11, 2027. Tags sending data to Google Ads, Display & Video 360, Search Ads 360, and Campaign Manager 360 will accept the full address, while Google Analytics tags will keep applying IP redaction.
Why it matters
The change moves server containers from container-wide IP redaction to individual tag-level processing, altering the default data-handling behavior. Google states the aim is to improve Ads measurement and personalization, and advertisers will need to review how their tags handle personal data.
The change takes effect January 11, 2027, moving server containers from container-wide IP redaction to tag-level processing. Google's announcement was published November 4, 2026, and the stub does not state how many advertisers will opt into full IP processing.
The players
Google is the technology company that operates Google Tag Manager, Google Analytics, and the advertising products that receive the newly processed data.
The details
Server-side Google Tag Manager previously could redact IP addresses across an entire server container. Under the new setup, transformations can remove or redact IP addresses before any tag accesses the data, so each third-party tag keeps independent control over the signals it accepts.
Timeline
November 4, 2026: Google publishes its announcement of the change.
January 11, 2027: Tag-level full IP address processing takes effect.
Market Landscape
Under EU data-protection law, an IP address is personal data in many circumstances, so Google's shift toward tag-level full-address processing lands in a regulated space. Google's change to default handling of IP addresses in server containers places it alongside the broader push by ad platforms to expand first-party measurement under those privacy rules.
Advertisers using server-side Google Tag Manager will need to check which tags receive full IP addresses and whether transformations redact them before sending. Site operators should review their data-handling settings before the January 11, 2027 effective date.
The takeaway
Review server-side tag configurations and transformations before January 11, 2027, so that full IP addresses are sent only where your data policies allow.
What happens next
January 11, 2027: Server-side Google Tag Manager begins processing full visitor IP addresses at the tag level.
Further reading
For more on how ad platforms handle measurement data, see Advertising coverage.
Source note: This article includes information reported by Search Engine Roundtable.
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