Google has added new data integration tools to Data Manager, its central platform for uploading and managing advertisers’ own customer and sales data for Google ads. The update expands how those insights can guide AI-powered targeting with real audience and conversion signals. Here’s what’s new in Google Data Manager.
A new integration feeds Data Manager information into Google Analytics and Display & Video 360, improving audience insights and ad accuracy. “Advertisers who connect offline and app data to Data Manager see an average 26% increase in incremental ROAS,” Google said — a Google-provided figure worth validating.
Enhanced conversions are rolling out in Google Analytics and DV360, adding another way to match customer data and improve performance.
Google broadened connection options in the Data Manager API, which it says is “based on the IAB Tech Lab’s Event and Conversions API (ECAPI) standard” and offers a unified, secure setup to connect, manage and activate audiences and measurement across major ad platforms. New built-in diagnostics can automatically identify and address data issues before they affect campaigns.
A new Google Ads metric calculates additional conversions attributed to first-party data sources, quantifying the impact of your data setup.
Google also updated Meridian with agentic AI, brand signals and the GeoX experimentation library, covered in Google’s Meridian upgrade.
The lift Google highlights comes from connecting offline and app data. Bringing in store purchases, call-center conversions and in-app purchases is the first step.
New diagnostics suggest data problems often leak performance. Review missing fields, formatting errors and stale lists regularly, building on earlier additions like bulk audience clearing and field-level warnings.
The more first-party data powers ads, the more consent and processing standards matter. Integrate within the consent scope your local privacy laws allow, and monitor effectiveness with metrics like match rate.
A central platform where advertisers upload and manage their own customer and sales data for use in Google ads, now integrated with Google Analytics and DV360.
Google says advertisers connecting offline and app data see an average 26% increase in incremental ROAS — a vendor figure to validate with your own data.
A Google Ads metric that calculates additional conversions attributed to first-party data sources, showing the value of your data integration.
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