Three separate deadlines converged on marketing teams in late June 2026, and all three point the same direction: ad platforms are tightening what data they will accept and how long they will keep it. Amazon started rejecting unconsented ad data from UK and EEA users on June 30. Google cut its Ads data retention window to 37 months on June 1. And Google rewrote how phone calls get credited to paid search campaigns on June 15. None of these is a policy tweak a team can ignore until next quarter.
Amazon Stops Accepting Unconsented Ad Data
Amazon Ads set June 30, 2026 as the enforcement deadline for consent signals across the Amazon Ad Tag, the Conversions API, and the newly opened Events API, according to trade coverage of Amazon's own documentation (ppc.land, 2026). The requirement is not new. Amazon has required a verified consent signal for UK and EEA personal data since February 7, 2025. What changed on June 30 is scope: the same rule now applies to every tool advertisers use to send conversion events, match keys, or user data to Amazon, not just the original set covered in the first phase (ComplianceHub.Wiki, 2026).
Advertisers can satisfy the requirement with the IAB Transparency and Consent Framework string, the Global Privacy Platform signal, or Amazon's own Amazon Consent Signal, paired with a two-character country code. Data sent without one of these is rejected outright, breaking audience building, retargeting, and conversion measurement for UK and EEA traffic specifically (Usercentrics, 2026, a consent management platform vendor with a commercial interest in the topic; its account of the deadline mechanics is consistent with the independent ppc.land and ComplianceHub.Wiki coverage above).
What to do differently: any team running Amazon DSP or Sponsored Products campaigns into UK or EEA audiences needs to confirm its consent management platform is actually passing a valid signal into the Ad Tag, CAPI, and Events API, not just the older integrations checked during the 2025 rollout. A CMP configured correctly for the first deadline can still be silent on the newer surfaces.
Google Cuts Ad Data Retention to 37 Months
Starting June 1, 2026, Google Ads limits hourly, daily, and weekly reporting data to 37 months of history. Monthly, quarterly, and annual aggregates stay available for 11 years, and reach and frequency metrics are capped at three years (Google Ads Help, 2026). The change applies across the Google Ads interface, the Google Ads API, Google Ads Scripts, the Google Analytics Data API, and the BigQuery Data Transfer Service, so exports built on any of those surfaces lose access to granular history past the cutoff (ppc.land, 2026).
The retention window is a sharp contraction from the 11-year granular history Google had allowed less than eighteen months earlier. Google gave advertisers roughly a month's notice: the developer-facing version of the change was posted May 1, 2026 on the Google Ads Developer Blog (ppc.land, 2026).
What to do differently: teams running year-over-year seasonal comparisons at the keyword or ad group level need to export granular data now, before it ages past 37 months, rather than assuming it stays queryable through the API indefinitely. Attribution models and forecasting tools built on multi-year granular pulls need a data warehouse copy, not a reliance on Google as the archive.
Google Redraws Phone Call Attribution
On June 15, 2026, Google changed how it attributes phone calls to paid search campaigns. Advertisers whose call tracking still depends on the older click-identifier matching lose visibility into which keywords and ads actually drove calls, which also starves Smart Bidding of a signal it previously used, according to Invoca, a call-tracking vendor whose business depends on advertisers solving this problem (Invoca, 2026, vendor source; cited for its description of the mechanism, not as a neutral assessment). Google's own guidance points advertisers toward enhanced conversions for calls, which sends a hashed version of the caller's phone number to Google Ads instead of relying solely on a GCLID, GBRAID, or WBRAID being present at the time of the call.
The change sits inside a broader consent restructuring: Google is also moving to make the ad_personalization setting inside Consent Mode the sole control for whether Analytics data can be used for Ads personalization, replacing the current arrangement where personalization settings live at the account, property, link, and event level inside Analytics (Google Analytics Help, 2026; ppc.land, 2026). An exact date for that consolidation has not been published.
What to do differently: any business generating leads through phone calls from search ads should confirm enhanced conversions for calls is implemented before assuming call-driven Smart Bidding still has the data it needs. Waiting until reporting looks wrong is the expensive way to find out.
What to Watch Next
Google has said it will finish moving ad personalization control fully onto the Ads side of Consent Mode later in 2026, without a published date yet. Separately, Google plans to begin using IP addresses for ad targeting with EEA publishers starting August 3, 2026 (ppc.land, 2026). Both changes extend the pattern these June deadlines set: consent signals get more central, and platforms hold less historical data on their own systems. Marketing teams that treat consent infrastructure as a compliance checkbox rather than a data pipeline will keep hitting these deadlines as surprises.
Sources: ppc.land · ComplianceHub.Wiki · Usercentrics · Google Ads Help · ppc.land · Invoca · ppc.land · Google Analytics Help · ppc.land