What Is Google’s New Tag Gateway Update & How Is It Good for Marketers

Google has introduced four updates aimed at refining data strategies and app measurement for marketers. The new Google tag gateway allows advertisers to upgrade their tags to serve from their own servers. This enhances the overall performance and gives them more control over their data. This setup is expected to improve measurement signals and audience insights. Additionally, new diagnostics tools across Google ad solutions help ensure proper first-party data setup, optimizing AI-driven strategies.

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For app campaigns, Google is expanding on-device conversion measurement. This is aimed to include de-identified app event data, improving iOS campaign optimization and reporting while maintaining user privacy. An integrated conversion measurement solution offers real-time, comprehensive reporting of Google App campaign performance with third-party App Attribution Partners, facilitating quicker decision-making.

These updates aim to provide marketers with more accurate data and improved tools for campaign performance analysis.