Google adds new data measurement tools for Demand Gen advertisers
The update gives advertisers more ways to track and improve campaign data quality across Google Ads, DV360 and Google Analytics.
Google said its October Demand Gen update adds new measurement and first-party data tools for advertisers, including a Data Strength Uplift metric in Google Ads, broader Data Manager support, and upcoming enhanced conversions in DV360 and Google Analytics. The company also said internal analysis found advertisers using Google Tag Gateway saw, on average, more than 20% higher conversions in Demand Gen campaigns. For a customer example, insurance platform The Zebra reported a 16% rise in conversion volume and a 19% rise in total conversion value after applying data strength. Google is also promoting a refreshed Data Strength best practices guide and its Demand Gen Drops Hub.
Why it matters
Advertisers using Demand Gen now have a new way to measure data quality in Google Ads, while more first-party data tools are moving into DV360 and Google Analytics. Google also says its own analysis found higher conversion performance for advertisers using Google Tag Gateway, and The Zebra saw gains in both conversion volume and value after applying data strength. Together, the update points to measurement becoming a more direct part of campaign performance across Google’s ad stack.
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Sources
- Google Blog