Posted 10 hours ago10 hr comment_12868 Google Ads launched four new tools to help improve first-party data use and better measure app performance – especially in the face of evolving privacy standards and complex user journeys. Driving the news. Google today announced a slate of updates aimed at strengthening measurement and data capabilities: Google tag gateway for advertisers: A simplified way to upgrade tags so they serve from the advertiser’s own server, improving signal reliability and data control. Google plans to add confidential computing by default for enhanced security and transparency. New diagnostics for data quality: You can now access diagnostics across Google Ads products to troubleshoot first-party data setups, which power AI-driven performance models. On-device conversion measurement using event data: Expanded to include deidentified app event data for iOS campaigns. Aims to improve optimization and reporting while maintaining user privacy protections. Integrated conversion measurement: Combines with the above to offer real-time, comprehensive performance insights via third-party App Attribution Partners – enabling faster, smarter campaign decisions. Why we care. With user privacy expectations rising, advertisers need more resilient, privacy-safe ways to track performance and optimize campaigns, especially on iOS and mobile apps. With enhanced diagnostics, server-side tagging, and more accurate app conversion tracking, you should be able to make smarter decisions, optimize spend, and maintain measurement resilience as industry changes accelerate. What to watch. How advertisers adopt server-side tagging and on-device measurement to future-proof their strategies amid iOS limitations and increased scrutiny on data practices. View the full article
