Saw this insight from Natasha Kaurra, and it highlights a major shift happening inside Google Ads.
Google is now introducing the ability to “connect a data source” directly to your Google tag and this is bigger than it seems.
We’re moving beyond basic conversion tracking (form fills, calls) toward deeper first-party data integration , think BigQuery-level insights feeding campaign optimization.
What this means:
• Most accounts still optimize on shallow signals
• Google is pushing toward richer data:
– Customer behavior
– Revenue quality
– Full lifecycle tracking
The gap is widening.
Accounts feeding enriched, post-lead data will train the algorithm better.
Those relying on basic conversions risk declining efficiency over time.
