Google Boosts Advertiser Performance with New Measurement Capabilities
Google has rolled out a set of updates aimed at helping advertisers use first-party data, multiple signals, and causal measurement to evaluate campaign performance and business impact. The new features are designed to strengthen advertisers' data foundations and measure both short- and long-term outcomes.
The Data Manager API is now universally available and based on the IAB Tech Lab's Event and Conversions API standard. This allows advertisers to connect, manage, and activate audiences and measurement across major ad platforms. Advertisers that connect offline and app data to Data Manager see an average 26% increase in incremental ROAS.
Google is also introducing enhanced conversions in Google Analytics (GA) and Display & Video 360 (DV360). This feature securely matches customer data and improves ad relevance, resulting in a 11% average increase in Search conversions compared with standard conversion imports.
The Data Strength Uplift Metric in Google Ads measures additional conversions recovered through an advertiser's first-party data setup. Advertisers using Google Tag Gateway see an average 14% conversion uplift, with Demand Gen campaigns recording an uplift of more than 20%.