How To Turn Off The New Google Chrome Ad Tracking System Via Settings [2026 Guide]

I’m going to teach you how to turn off the new Google Chrome ad tracking system via settings.

These controls are part of Google’s Privacy Sandbox, and you can disable them fully inside Chrome.

Turn off Chrome ad tracking via settings

First, open Google Chrome and head to the menu in the top right corner. It’s the three vertical dots, sometimes called the kebab menu. This is where Chrome keeps its main controls and tools.

Click it to open the list. From that menu, choose Settings. This opens a new tab with all of Chrome’s preferences.

On the left-hand sidebar, click Privacy and security. This section focuses on how your data is handled and is where Chrome groups controls for things like site permissions, cookies, and ad-related privacy. We’ll stay within this area to turn off Chrome’s newer ad tracking features, which are part of Google’s Privacy Sandbox.

If you’re also tweaking performance preferences, you may find it useful to turn off hardware acceleration in Chrome.

Open Ad privacy

Look for Ad privacy. You’ll usually find it under a label that mentions Privacy Sandbox. Click that and you’ll land on a page dedicated to Google’s new approach to ads and measurement on the web.

Here you’ll see three tracking-related options. The first is Ad topics. The second is Site-suggested ads, and the third is Ad measurement.

What each setting does

Ad topics

This uses your recent browsing to guess broad interests like fitness or travel and shares those topics with sites to personalize ads.

Site-suggested ads

This lets individual sites suggest ads based on what you do on their pages. Your activity on one site can influence the ads you see later.

For search and content preferences, you can also learn how to turn off SafeSearch in Chrome.

Ad measurement

This allows websites and advertisers to measure if ads were viewed or led to actions like a purchase without using traditional third-party cookies.

Disable all three toggles

Click into Ad topics and turn off the toggle switch. When a toggle is off, it typically changes color and the label will indicate it’s disabled.

Open Site-suggested ads and turn off the toggle switch. There’s no need to save.

Open Ad measurement and turn off the toggle switch. Your choices apply immediately.

If you’re customizing browsing behavior further, you may also want to turn off trending searches in Chrome.

What changes after

Once all three are off, you’ve disabled Chrome’s built-in ad personalization and measurement features. You’ll still see ads on the web, but they should be less tailored to your browsing activity within Chrome.

If you ever want to revisit your choices, return to the same Ad privacy page and turn any of the toggles back on. That’s all you need to do inside Chrome settings.

Final thoughts

Keeping these off can be a simple way to reduce personalized tracking while you browse. Your ad experience remains functional, but less tied to your recent activity in Chrome.