Google introduces new tools for first-party data and iOS campaign measurement

Google has released a new set of measurement tools aimed at helping advertisers improve first-party data usage and gain clearer insights into iOS app campaign performance, reflecting broader shifts in digital advertising and privacy standards.

The new bundle includes four features: Google tag gateway for advertisers, measurement and data source diagnostics, on-device conversion measurement using event data, and integrated conversion measurement. These updates are intended to help marketers adapt to increasingly fragmented and privacy-focused environments by providing a more reliable and secure data setup.

The integrated conversion measurement tool is designed to give marketers access to real-time performance data within third-party App Attribution Partner (AAP) dashboards. This approach allows for direct integration and more detailed reporting on how campaigns perform across both Android and iOS devices, offering an alternative to more limited tools like Apple’s SKAdNetwork.

The on-device conversion measurement uses deidentified app event data to support iOS campaign tracking, reflecting a broader industry shift toward data minimization and privacy compliance. By processing data on the user’s device, this method aims to meet regulatory standards while still allowing for campaign optimization.

The Google tag gateway enables server-side tagging from an advertiser’s own domain, which can help maintain more consistent tracking signals in the face of browser restrictions and third-party cookie limitations. Google has also indicated plans to add confidential computing technology to this process in the future, intended to further secure data handling.

Meanwhile, measurement and data source diagnostics offer troubleshooting support across Google ad products, helping ensure that advertisers’ first-party data setups are functioning as expected.

These developments come as part of broader adjustments in the advertising ecosystem. Google and Apple—though direct competitors in mobile operating systems—have recently worked together on privacy-related standards, including shared efforts to address unwanted Bluetooth tracking. The rollout of Google’s new tools follows Apple’s quarterly earnings report, which noted a 5% year-over-year revenue increase to $95.4 billion, with $26.6 billion coming from its services division alone.