Google's Data Strength Framework Boosts Conversions by Up to 14%

Data Strength is Google's framework for evaluating the completeness and accuracy of advertiser first-party data signals.

The framework consists of four sequential steps: connection, signal enrichment, activation, and proof. Connection involves deploying the Google tag or Google Tag Manager sitewide, linking Google Analytics to Google Ads, and routing customer relationship management (CRM) and other offline sources into Data Manager or the Data Manager API.

Signal enrichment includes customer signals such as hashed email addresses and consent states passed by Consent Mode. Purchase and transaction signals cover conversion values necessary for return on ad spend (ROAS) and profit targets.

Activation involves pointing enriched data at Smart Bidding strategies, new customer acquisition goals, Performance Max, and audience products including lookalike segments and Customer Match.