🚀 Google Ads: New Data and Measurement Updates 🔍

Google has announced new tools for data and ad measurement. Here are the main updates 👇

🟣 Data Manager is getting bigger

Google Data Manager now has deeper integrations with Google Analytics and Display & Video 360

Advertisers can connect CRM, offline, app, and other first-party data and use it to measure and improve campaigns

According to Google, advertisers using offline and app data through Data Manager saw an average 26% increase in incremental ROAS.

🟣 Enhanced Conversions in GA and DV360

Google is expanding Enhanced Conversions to Google Analytics and Display & Video 360

This technology helps advertisers measure conversions that can be missed because of cookie and browser limits

Google says Enhanced Conversions can help measure 11% more Search conversions compared with standard conversion imports

🟣New metric: Data Strength Uplift

Google Ads will show how many extra conversions were measured because of better first-party data setup

This makes it easier to understand the real value of better tracking

According to Google, advertisers using Google Tag Gateway saw around 14% more measured conversions on average

🟣 New Data Manager API

Google is also developing one API for first-party data

New diagnostics will help advertisers find data problems before they have a strong impact on campaign performance.

🟣 Updates to Meridian

Google is improving Meridian, its Marketing Mix Modeling (MMM) tool

Advertisers can now use brand signals, such as branded Google searches, to better understand the long-term impact of YouTube, TV, and other upper-funnel channels

Meridian GeoX is also now available globally. It helps advertisers run geo experiments and measure the incremental impact of advertising