Google unveils new tools for testing, measurement, data

Google is rolling out a suite of updates aimed at giving marketers sharper insight into what works, and why, across campaigns and platforms, as announced today at Google Marketing Live 2025.

What’s new:

• Easier incrementality testing: You can now test what’s truly driving value across all campaign types, with lower spend thresholds and better testing methods.

• Smarter cross-channel insights: Google Analytics now offers improved measurement of the full customer journey and ROI, with deeper impression-level data coming soon across Google and beyond.
• New Data Manager tools: A centralized hub helps marketers gather, store, and activate first-party data from any source using privacy-first tech like confidential computing.
  • Coming soon: AI-powered data strength recommendations and a new Data Manager API to simplify data workflows and boost ROI.

Why it matters. As marketing grows more complex and privacy standards tighten, brands need smarter, privacy-safe tools to understand performance and optimize growth. Google’s latest upgrades aim to deliver just that.

These updates make it easier and more cost-effective to understand what’s actually driving performance across campaigns. With better incrementality testing, improved cross-channel measurement, and streamlined first-party data activation, marketers can optimize ROI with greater confidence while staying privacy-compliant.

Dig deeper. More Google Marketing Live 2025 news from today:

• Google expands ads in AI Overviews, AI Mode to desktop
• New Google AI tools transform Creative Ads, Video Campaigns, Brand Listings
• Google unveils Smart Bidding Exploration
• Google is putting agentic tools in Ads and Analytics
• Google Marketing Advisor, an AI sidekick for advertisers, coming soon to Chrome