Google expands data measurement in Demand Gen

On October 13, Google announced a series of data and measurement updates for Demand Gen. They include Data Strength Uplift, a new metric in Google Ads, and the expansion of Data Manager to Display & Video 360 and Google Analytics. In addition, Enhanced conversions will be coming to those two products soon. Google details the changes in its post.

The company also reported that Google Tag Gateway was associated with an average conversion uplift of more than 20% in Demand Gen. That figure comes from an internal analysis conducted from June 3 to 17, 2026. Google presents the result as an average associated with using the tool, not as a guaranteed outcome for every campaign.