Google removed Google Signals from Analytics in June, eliminating a business-level setting that had prevented visitor activity from being shared with Google Ads. The change coincided with reported deterioration in consent compliance: U.S. sites ignoring opt-out signals increased from 81% to 87%, while European sites tracking users after cookie rejection rose from 52% to 56%.
Agentic AI compounds these governance gaps by executing rapid, multi-step actions across systems using delegated credentials. Organizations need continuous assurance over delegated permissions, explicit inheritance and boundary controls, rapid revocation mechanisms, and end-to-end provenance that connects a user request to every agent action; weak governance may also contribute to project failure, with Gartner predicting that more than 40% of agentic-AI projects will be canceled by the end of 2027.

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Google launched Google Signals shortly after the GDPR. The feature allowed businesses to prevent visitor-activity data from being shared with Google's advertising network.
The reported share of U.S. websites ignoring opt-out signals rose from 81% to 87%, while European websites tracking after cookie rejection rose from 52% to 56%.
Google disabled Google Signals from its Analytics platform, removing a business-level control over sharing visitor activity with Google Ads and leaving Consent Mode as the mechanism for honoring cookie-consent choices.
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