Google Strengthens Data Manager and Adds Uplift Measurement Metric
Google has announced several updates to its first-party data tools, aimed at making advertiser data easier to connect and measure. Data Manager is expanding into Google Analytics and Display & Video 360, allowing advertisers to manage their connections more easily across multiple platforms.
The integration of Data Manager into GA and DV360 should make it simpler for advertisers to connect offline and app data, which can lead to a significant increase in incremental return on ad spend (ROAS). In fact, Google reports that advertisers who use Data Manager see an average 26% increase in ROAS.
The Data Manager API is also getting a broader standard with the adoption of the IAB Tech Lab's Event and Conversions API (ECAPI), which provides a common standard for sending conversion and event data across advertising platforms. This could simplify how connections are built and maintained, especially for larger advertisers managing multiple data sources and destinations.