Complex consumer journeys and industry changes impact how marketers measure performance. To help them navigate, we’re announcing new ways to bolster first-party data strategies and enhance iOS campaign performance and reporting:

Boost performance with a streamlined data setup

Google tag gateway for advertisers

Tags help you understand how people interact with your website and ads. Our new Google tag gateway for advertisers makes it easy to upgrade your tags to serve from your site’s own server — helping improve performance and resilience of your measurement signals for deeper audience understanding and added control of your data. Soon, we’ll bring additional security and transparency by incorporating confidential computing technology by default.

New measurement and data source diagnostics

Keeping your first-party data running smoothly helps optimize AI and enables you to adapt to changing customer behavior. You can now use new diagnostics across several Google ad solutions to ensure proper setup and help drive stronger results using your first-party data.

Strengthen your App campaign measurement

On-device conversion measurement using event data

We’re expanding our on-device conversion measurement solution to support deidentified app event data. This expansion improves iOS campaign optimization and reporting, while protecting user privacy.

Integrated conversion measurement

When coupled with the above, this new solution gives you more real-time, comprehensive and accurate reporting of your Google App campaign performance with third-party App Attribution Partners, enabling smarter, faster decision-making.

Source: Google Ads and Commerce Blog