Google has introduced a new tool, Google Ads Data Manager, designed to simplify the handling of first-party customer data for marketers. In response to a growing trend among marketers to reduce their reliance on third-party data, this tool is set to launch soon, aiming to enhance the management and utilization of data collected directly from customers for digital marketing campaigns. First-party data, sourced directly from customers, tends to be more dependable and valuable over time compared to data obtained from external sources like browser cookies. However, Google reports that less than a third of marketers are currently leveraging first-party data across advertising channels.
The Google Ads Data Manager is intended to address this gap by providing a unified interface within Google Ads. This platform enables data analysts and marketers to collaborate seamlessly. Analysts can establish new data integrations, while marketers can utilize this data for conversion measurements and personalized ad campaigns. Importantly, the tool streamlines this process without the need for coding, reducing the complexity of harnessing data in marketing efforts. In the future, the tool will integrate customer data from major platforms like Salesforce where many brands build audience profiles and analytics repositories. Google is also working on developing connectors to help businesses access their data, irrespective of its storage location. The full launch of Google Ads Data Manager is planned for 2024, starting with core features such as conversion measurement and customer list activation within Google Ads. Businesses that initiate the cultivation of direct relationships and first-party data with customers now will be better prepared for the future when more restrictions on data usage are in place.
Google Ads Data Manager represents a valuable resource for businesses committed to transparent data practices and the establishment of consumer trust. Previously, making such connections often entailed duplicated efforts between analysts and engineers who had to craft custom queries. With this tool, the process is set to become much more streamlined and accessible.
