AI Data Strength ( AI Essentials 2.0 ) is a foundational pillar of modern marketing, centered on building a trusted decision engine with first-party data. By connecting all your data sources—from your CRM to website and app interactions—you create a complete view of your customers and power more effective, AI-driven marketing. This in turn significantly boosts your Return on Investment (ROI).
That’s why 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, built foundationally with privacy enhancing technologies .
Here are valuable actions you can take to improve your measurement and ROI:
1. Connect Your Data Sources
Having all of your data connected to your ads platform is the first step. It ensures you collect essential signals effectively, which is vital for measurement accuracy and resilience. To best get started be sure to connect: Robust sitewide tagging:Implement the Google tag or Google Tag Manager to capture the data that matters most to you, including interactions across your website. And upgrade to google tag gateway for advertisers to run on your own first-party website infrastructure. Your Google Analytics and Google Ads accounts: Link your accounts to bid for Google Analytics conversions and audiences. This includes Google Analytics for Firebase SDK to optimize towards app conversions. Your other offline sources:Connect your CRM or other offline sources to Data Manager for a more comprehensive picture of your customers. You may also do so with the Data Manager API to bring together customer journeys from an online ad to an offline sale at your office. |
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2. Maximize Your Signals
Once your data foundation is strong, enrich it with signals about your customers, their purchases, and their interactions with your adsto empower Google's AI and drive better campaign results. These signals become accessible contingent on your connected data sources. Include customer signals:This represents information that describes a user, such as user-provided email addresses, including setting up enhanced conversions to improve measurement accuracy, and passing consent signals with consent mode . Add purchase and transaction signals:Add values to your conversions to track and optimize your campaign for return on ad spend (ROAS) and profit. |
3. Activate Google AI
With your data sources connected with enriched signals, you can now fully activate Google AI as your performance engine. Your robust data fuels predictive insights and supercharges your bidding and audience capabilities across Google's channels. Leverage AI-powered bidding:Use Google's Smart Bidding strategies, like maximize conversion value or Target ROAS after you have added transaction signals. Optimize for customer acquisition & retention:Set specific campaign goals powered by your first-party data audiences to prioritize either acquiring new customers or re-engaging and retaining existing ones. Explore Performance Max campaigns:Get the full power of Google's channels and AI, all in one campaign type to maximize performance. Apply customer signals:Use your first-party data to create lookalike segments for prospecting new, similar customers, and power optimized targeting to expand your reach to relevant new audiences who are likely to convert. Customer signals may also enable you to reach and re-engage your customers with Customer Match . |
4. Prove Your ROI
Optimize the full value of your budgetwith Meridian , Google’s open-source marketing mix model today, and the budgeting tool in Google Analytics , coming soon globally. |
