Google Ads: AI Measurement Updates
Source: blog.google
Consumer journeys are increasingly dynamic, and marketers face pressure to tie ad spending to results. AI-driven measurement can help. Updates are being released to give advertisers better measurement tools and first-party data strategies.
Incrementality Testing
Incrementality testing is now more accessible with lower spend thresholds and a refined methodology. This allows users to identify what generates added value across campaign types and make adjustments.
Google Analytics Enhancements
Cross-channel measurement enhancements in Google Analytics will help measure the customer journey and marketing ROI more effectively. Deeper insights, including impressions, across Google and other platforms are planned.
Data Manager
Data Manager is designed to help marketers improve performance by providing a central location to gather, store, and activate first-party data from any source, incorporating privacy using confidential computing. Recommendations to strengthen data are being planned. A new Data Manager API, consolidating multiple APIs, is being introduced to improve ROI, understand customer paths, and gain insights to power AI and growth.