Google Expands Data Manager Platform to Boost Ad Performance

Google has updated its Data Manager platform to help advertisers use their own customer and sales data in Google ads more effectively. The update includes new integration tools that allow advertisers to feed their data into both Google Analytics and Display & Video 360.

The expanded data sourcing will provide enhanced audience insights and drive more accurate ad display options, according to Google. This can lead to significant performance improvements, with advertisers who connect offline and app data to Data Manager seeing an average 26% increase in incremental return on ad spend (ROAS).

Additionally, Google is rolling out enhanced conversions in Google Analytics and Display & Video 360, which will provide another means for advertisers to match customer data and improve advertising performance.