Sign in with Google Data strength is a foundational pillar of modern marketing, and it encompasses how to use your first-party data as a competitive advantage in the AI era. Data Manager and its API make it easy for you to connect all data sources, maximize your signals, and activate them easily across all of Google’s advertising platforms. It’s a one-stop shop, with privacy-enhancing technologies built in by default.
We are partnering across the industry to simplify how you connect and use customer data from various technologies in your marketing campaigns.
The first step to building data strength is understanding how customers interact with your website. Upgrading your standard tagging to Google tag gateway for advertisers helps you recover lost conversions and improve the reliability of your site tags. Advertisers who adopted Google tag gateway on average observed conversions uplift of 14%*. Today, you can upgrade your tags manually, and going forward you will be able to upgrade to Google tag gateway with just one click through new partners including Akamai, Cloudflare, Fastly, Google Cloud, or Webflow.
Additional steps come after upgrading your tags. For the first time you can also connect conversions and audiences from ActiveCampaign and Zoho - with Mailchimp becoming available this year - to maximize your signals. Customers have access to many other sources and are already seeing benefits, including Multiplier Technologies, who saw 25% more qualified leads by connecting conversions from HubSpot via Data Manager.
“Using Google Ads Data Manager with HubSpot was simple and efficient. Then we successfully used our first-party data to further improve lead quality. This effectively future-proofs our measurement and attribution.” - Chirayu Akotiya, Global Head of Marketing, Multiplier Technologies
Data Manager also enables connections to Google Marketing Platform. Using Data Manager in Search Ads 360, Vodafone partnered with dentsu to maximize their signals which improved customer acquisition cost by 28%.
“We were trying to make our data smarter and more robust — we ended up with a more efficient and effective campaign. The way Data Manager in Search Ads 360 works is extremely powerful and helpful for our business.” - Emiliano Bozzi, Head of Digital Marketing and Data Strategy, Fastweb + Vodafone
While Data Manager in Google Ads and Google Marketing Platform is built for ease of use, the Data Manager API provides the flexibility needed to connect and maximize signals for custom use cases. There are also a suite of API-integrated partners who can help you build your data strength including Adswerve, Bloomreach, Datahash, Treasure Data, TripleWhale, Scowtt, Stape, Zapier, Zeotap, and many more.
Posted by Quaseer Mujawar, Director, Product Management, Ads Measurement
