Google has revamped its Data Strength best practices help document, emphasizing the use of more first-party data and identifiers. It now includes detailed guidance on using the Data Manager effectively, adopting AI-powered campaigns, and leveraging performance statistics.
The updated document highlights quantified improvements. Advertisers upgrading to Google Tag Gateway reportedly see a 14% uplift in conversions and up to 7% lower cost per acquisition. Using Enhanced Conversions in Google Search campaigns can yield an 8% incremental ROAS. Search campaigns using Smart Bidding Exploration can expect 27% more unique converting users, and Customer Match lists provide a 5.3% conversion uplift.
Key signals now recommended for improved measurement include hashed email addresses, phone numbers, IP addresses, transaction IDs, Google Click ID (GCLID), and session attributes with URL parameters like GBRAID/WBRAID. New features in the document also cover AI Max for Search campaigns, Demand Gen, and enhancements to existing tools like Smart Bidding and Performance Max.
Read the official help page found by Barry Schwartz.