Google AI Measurement Tool Updates
Source: blog.google
AI-Driven Measurement Updates
Consumer journeys are more dynamic than ever, and marketers are under pressure to connect every ad dollar to the bottom line. That’s where AI-driven measurement comes in. Updates are being announced to help advertisers strengthen their modern measurement toolkit and first-party data strategies.
Incrementality Testing
Incrementality testing is becoming more accessible with significantly lower spend thresholds and improved methodology. This allows you to pinpoint what drives added value across all campaign types and adjust accordingly.
Cross-Channel Measurement
New cross-channel measurement enhancements in Google Analytics help you better measure the entire customer journey and marketing ROI. In the coming months, deeper insights, including impressions, will be provided across Google and other platforms.
Data Manager
Data Manager helps marketers boost performance as a one-stop shop to gather, store and activate their first-party data from any source — with privacy built-in using confidential computing. Recommendations are planned to improve your data strength.
Data Manager API
A new alternative, Data Manager API, which consolidates multiple APIs, is being introduced to boost ROI. That means you can better understand a customer’s path and get richer insights to power AI and propel growth.