Google AI Ad Measurement Updates
Source: blog.google
Consumer journeys are more dynamic, requiring marketers to connect ad spend to results. Updates are announced to help advertisers improve measurement and first-party data strategies.
Incrementality testing is more accessible with lower spend thresholds and improved methods. This helps pinpoint what drives added value across campaigns.
Cross-channel measurement enhancements in Google Analytics help measure the customer journey and marketing ROI. In the future, deeper insights, including impressions, will be available across Google and other platforms.
Data Manager helps marketers improve performance by centralizing first-party data from any source with built-in privacy. Recommendations to improve data strength are planned. A new Data Manager API consolidates multiple APIs to boost ROI, helping to understand customer paths and get richer insights for AI and growth.