Data Strength Uplift metric launched in Google Ads to quantify first-party data gains

Google added a Data Strength Uplift metric to Google Ads that calculates the additional conversions recovered by an advertiser's first-party data setup. Google says advertisers who build data strength with Google tag gateway see an average 14% conversion uplift, rising above 20% for Demand Gen campaigns.

The metric moves a claim Google previously made in marketing material into an account-level number reported next to campaigns. Because the figure is produced by Google's own reporting on its own products, it cannot be independently audited, a limitation PPC Land flagged in its coverage. Announced by Nipoon Malhotra, VP of Ads Analytics, Insights and Measurement.