Google Ads rolls out new tool for centralized access to all first-party data

Google Ads is rolling out a new tool that allows businesses to manage their first-party data in one place.

With Google Ads Data Manager, marketers can analyze and use consented first-party data from different sources without needing to to look elsewhere in a privacy-centric way.

The feature will initially launch in Google Ads to make it easier to use enhanced conversions and customer match, but will be expanded to additional ads products over the coming months and years.

Why we care. Prioritizing first-party data is crucial for optimizing and measuring campaign success. Google Ads Data Manager simplifies access to this data, making it more seamless to integrate into your marketing strategy, enhancing your ability to drive incremental revenue, generate more leads and achieve better outcomes for your business.

Multiple data source connections. With Google Ads Data Manager, you can connect to a variety of different data sources, such as customer relationship management (CRM) and customer data platforms (CDPs). This includes data sources like ActiveCampaign and Pipedrive, as well as marketing technologies like Shopify Audiences. Common cloud-based enterprise data storage systems, including CDPs such as Lytics, will be available too, in addition to data sources through Zapier.

Launch date. Google Ads Data Manager will become generally available in Google Ads in early 2024.

Feedback. During the initial testing of this tool, Google found that Ads customers who efficiently onboarded their first-party data achieved improved lead conversions and enhanced measurement accuracy. The new onboarding pathway contributed to a significant 43% increase in qualified leads for property developer, Sansiri.

What has Google said? Kamal Janardhan, Google’s Senior Director of Product Management, Measurement, said in a statement:

• “Implementing a first-party data strategy requires thoughtful communication with your customers. This data is a unique advantage that you can create by investing now and developing a deeper understanding of your customers.”
• “Less than a third of marketers consistently and effectively access and integrate first-party data across channels. Google Ads Data Manager solves this by simplifying the management of first-party data connections and the process of using that data for your teams.”
• “Through one collaborative interface, analysts can create new data connections while marketers can apply discrete data to measure conversions or reach people with relevant ads. Up until now, creating these connections could mean engineers or analysts duplicating tasks, including custom queries.”
• “Google Ads Data Manager does not change the way our products work today, but rather simplifies the way you use them. It requires minimal or no code knowledge, reducing the workload to use your data in marketing.”

Deep dive. Read Google’s first-party data management announcement in full for more information.