Google just announced a significant set of measurement updates aimed at helping advertisers get more value from their first-party data and better understand incrementality.
A few updates that stood out:
→ Data Manager is coming to Google Analytics and DV360, making it easier to connect and activate first-party data across Google’s ecosystem.
→ Enhanced Conversions are expanding to GA and DV360 to improve conversion matching and measurement.
→ The Data Manager API is now universal, giving advertisers a more standardized way to send audience and conversion data across platforms.
→ Google Ads is introducing a new Data Strength Uplift Metric, showing how many additional conversions your first-party data setup is helping recover.
→ Meridian is getting major upgrades, including AI-assisted model building, support for brand signals such as branded search volume, and faster modeling.
→ Meridian GeoX is now generally available globally, allowing advertisers to run geo experiments and use incrementality results to calibrate their Marketing Mix Models.
And perhaps the most interesting change is the shift away from simply reporting what happened toward trying to prove what actually incremental growth.
