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. We’re announcing updates to help advertisers strengthen their modern measurement toolkit and first-party data strategies:

First, we're making incrementality testing more accessible with significantly lower spend thresholds and improved methodology, so you can pinpoint exactly what drives added value across all campaign types, and adjust accordingly.

Plus, new cross-channel measurement enhancements in Google Analytics help you better measure the entire customer journey and marketing ROI. In the coming months, we’ll provide deeper insights, including impressions, across Google and other platforms.

Finally, 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. We’re planning to add recommendations to improve your data strength. Additionally, we’re introducing a new alternative, Data Manager API, which consolidates multiple APIs, to boost ROI. That means you can better understand a customer’s path, and get richer insights to power AI and propel growth.