Turn your data into decisions: 3 things your business needs for growth in the AI era

Gaurav Bhaya

VP & GM Buying, Analytics and Measurement

Measurement is your engine for growth in the AI era. It is the foundation that provides the understanding needed to navigate complex consumer journeys and drives the sustained growth required to compete.

As AI transforms campaigns and creativity, your measurement foundation must keep pace. Because good measurement — powered by accurate data — is a competitive differentiator, we are on a mission to simplify it.

Today, we are sharing the latest ways we are making it easier to manage your data, run causal experiments, and get a unified view to guide your investment decisions across your marketing mix. We’re helping you to act on your data and insights, to turn measurement into your advantage in the AI era.

1. Build data strength to boost your ROI.

Activating your data drives real results — in fact, advertisers using the Google tag gateway see an average 14% conversion lift. 1 Yet, unlocking that value remains a challenge. Fragmented data sources, technical heavy lifting, and setup errors consistently get in the way of fully building your data strength.

To further unify your insights, in the coming weeks, Data Manager and its API will allow you to combine foundational tags with additional data — including new signals, such as store sales — to help you build a richer view of your customers.

We’re also upgrading the Google tag with a new visual setup flow. If you already have tags deployed, you don't need a net-new tag — we are giving you a way to upgrade your existing tags with a few clicks, no coding required. This update brings Google Tag Manager to everyone, centralizing settings and user access while improving data collection and overall site performance.

2. Understand what’s really working with causal signals.

To get the full causal picture, you need to factor multiple signals together. That’s why we’re adding Meridian GeoX to our portfolio. When you need to measure geographic incrementality, GeoX provides the ground-truth validation required.

To make geo-experimentation even easier, GeoX is built on an open-source codebase and its signals flow seamlessly into our Marketing Mix Model, Meridian. Meridian GeoX gives you a defensible, ground-truth understanding of media channel performance that you can confidently take to your CFO. Meridian GeoX will begin testing later this year.

3. Make better investments across your media mix.

Making decisions across your media mix is easier when you bring your data together, run causal experiments, and calibrate your MMM. Meridian provides the decision framework that makes this possible, and we are continuing to make it easier for you to act on these insights.

We've heard your feedback that Marketing Mix Models (MMMs) can be complex to run. To keep simplifying this process, we’re launching Meridian Studio, our new Google Cloud-powered enterprise platform that provides sophisticated teams with options to easily customize and manage high-volume models with your richest signal base. This operationalizes Meridian’s foundational methodology to improve your team’s ability to build and scale models while saving you both time and resources.

We’ll continue to expand our Data Manager API and Meridian partnerships to help you see the full picture:

At Google Marketing Live, we'll show you how we're taking this even further by bringing data and causality into a single measurement playbook — and we’ll show you how Google Analytics is evolving into a turnkey command center for growth.

Secure your virtual front-row seat to Google Marketing Live for the biggest announcements across Search and YouTube Ads — and leave with actionable tools and insights to drive growth.