Leadership and Companies
Google Expands First-Party Data Tools for Stronger Demand Gen ROI
Google is expanding data tools across its advertising platforms to improve Demand Gen measurement, conversions and return on investment.
What happened
Google says advertisers using Google Tag Gateway saw average conversion uplift of more than 20% in Demand Gen campaigns. A new Data Strength Uplift metric is launching in Google Ads, while Data Manager is expanding to Display & Video 360 and Google Analytics. Enhanced conversions will soon reach both platforms to improve measurement accuracy and bidding.
Why it matters
Advertisers can measure the conversion gains from their data setup more directly and use first-party data across more Google marketing platforms to improve campaign performance.
Source: Google Blog