Drive profitable growth with new data and measurement tools

Google Ads Drive profitable growth with new data and measurement tools Sep 10, 2026 | x.com Facebook LinkedIn Mail Copy link We’re giving you new ways to improve your measurement stack for the AI era. Learn how to strengthen your data foundation and use new Meridian improvements to grow your business. Nipoon Malhotra VP, Ads Analytics, Insights, and Measurement Share x.com Facebook LinkedIn Mail Copy link . Inlining them here makes them available in the DOM for the page. --> Your browser does not support the audio element. Listen to article [[duration]] minutes This content is generated by Google AI. Generative AI is experimental Voice Speed Voice Speed 0.75X 1X 1.5X 2X Read AI-generated summary Google is launching new measurement tools to help you turn data into profitable growth. You can now unify your first-party data using updated Data Manager integrations and track performance with the new Data Strength Uplift metric. Use these upgrades alongside the newly available Meridian GeoX to prove the real-world impact of your marketing investments. Summaries were generated by Google AI. Generative AI is experimental. "Drive profitable growth with new data and measurement tools" explains how to boost ad performance. Use your own customer data to help AI make better, more profitable business decisions. New tools simplify how you manage and connect data across all your marketing platforms. Updated modeling software helps you prove exactly how your brand investments drive real sales. Use these new features to measure impact and get more value from your marketing budget. Summaries were generated by Google AI. Generative AI is experimental. Google is launching new tools to help businesses use their own data to make AI smarter and more effective. These updates make it easier to connect information across different platforms so companies can see exactly what is driving their sales. They’ve also upgraded a tool called Meridian to help businesses prove which ads are actually working. Basically, these changes help companies grow faster by making smarter, data-backed decisions. Summaries were generated by Google AI. Generative AI is experimental. Explore other styles: General summary Bullet points Basic explainer Earlier this year, we shared our vision for transforming measurement from a reactive report card to a proactive performance engine. That momentum requires three elements working in harmony: A strong data foundation to fuel AI, Multiple signals to see the full picture, and Causal proof to drive real-world results. Today, we’re announcing new capabilities across our measurement suite that can help you make better, faster decisions that drive business growth. Unify your first-party signals to supercharge AI for your goals To unlock AI’s full potential, you need a strong data foundation. We’ve spent years investing in tools like Google tag and Data Manager to simplify how you manage and activate your customer data. Today, we’re taking that commitment even further with three new enhancements to help you seamlessly unify your data across platforms and steer your AI toward profitable growth: Break down data silos to boost AI-powered growth: We are directly integrating Data Manager into Google Analytics (GA) and Display & Video 360 (DV360), to help you manage and activate your first-party data across tools. Advertisers who connect offline and app data to Data Manager see an average 26% increase in incremental ROAS. 1 We’re also launching enhanced conversions in GA and DV360 to securely match customer data and improve ad relevance. Advertisers using enhanced conversions realize an average 11% increase in Search conversions compared to standard conversion imports. 2 Set up simple and secure data pipelines: To help you activate your data across more of the digital ecosystem, the Data Manager API is now universal. Based on the IAB Tech Lab’s Event and Conversions API (ECAPI) standard, the Data Manager API gives you a unified, secure setup to connect, manage, and activate your audiences and measurement across major ad platforms. And new built-in diagnostics in Data Manager can automatically identify and address data issues before they impact campaign performance. Quantify short and long term value: Every new signal you share improves your performance today and builds even stronger results over time. That’s why we’re introducing a new Data Strength Uplift Metric in Google Ads. This metric calculates the additional conversions recovered by your first-party data setup to help quantify impact. Advertisers who build their data strength with Google tag gateway observe on average a 14% conversion uplift, 3 and over 20% uplift for their Demand Gen campaigns 4 . Prove business impact with upgrades to Meridian With a durable data foundation in place, the next step is evaluating what actually creates incremental demand. To help you connect those dots, we’re sharing our latest upgrades to Meridian — our open-source Marketing Mix Model (MMM) — making modeling faster, agentic, and directly calibrated with real-world causal proof: Turn complex econometrics into actionable insights : We’re bringing new agentic capabilities into Meridian to help you audit data quality, resolve errors, and guide model building in real time. These new features are designed to help you deliver better outcomes for your business faster and across more ad platforms. What’s more, we’ve made significant updates to Meridian’s back end, so your analyses can run faster and more efficiently. Prove the real business value of your brand investments : You can now include relevant brand signals (e.g. Branded Google Query Volume) directly in Meridian models, so you can measure the full effect of brand building, and show how upper-funnel video and TV campaigns lead to future sales. Ground your measurement in real-world proof : Earlier this year, we introduced a new beta for Meridian GeoX , our global open-source library for running causal geo-experiments across any advertising platform. Now, GeoX is generally available globally in Meridian, so you can get started with running independent experiments, or incorporating incrementality results into your MMM to help boost accuracy. Drive growth with your new measurement playbook To learn how you can put this playbook into action — helping you strengthen your data foundation and prove the real financial return of every marketing dollar — secure your virtual front-row seat to Rethink 2026 . Posted in: 1 Google Data, Global, Measurement, April 2025 - April 2026. Based on Search campaigns bidding to conversion value. 2 Google Internal Data, Global, Ads Log Conversion Data, standard conversion imports vs. Enhanced Conversions on imported conversions, January 1, 2026 to January 14, 2026. 3 Google Internal Data, Global, Finance, July -Dec 2024 vs Jan-June 2025. 4 Google Data, Global, Performance, June 3, 2026, - Jun 17, 2026. Related stories Google Ads Build a measurement stack you can rely on to steer your campaigns. Google Ads Reach your audience in new ways with August’s Demand Gen Drop. Google Ads Make AI Max work for your business with new testing and planning tools. By Brandon Ervin Google Ads Get your product data holiday-ready on Google Merchant Center. Google Ads What 3 creatives built with unlimited access to Google Flow By Stephanie Horton Google Ads Evolve your marketing with new AI tools By Josh Moser — Company newsroom — sourced from Google. Matter furnished by the company. Not a Notice Nearby paid placement. This page reprints matter furnished by the company from its official newsroom. Notice Nearby did not write this release. Read the original: https://blog.google/products/ads-commerce/data-strength-updates