• by Laurie Sullivan  @lauriesullivan, Yesterday

Google has announced measurement updates to help marketers strengthen their first-party data strategies, as well as gain more accurate and secure conversion measurements for iOS campaigns.

Complex consumer buying journeys have changed how marketers measure performance. So Google on Friday introduced four new ways that marketers can improve data strategies and app measurement, Kamal Janardhan, senior director of product management and ad measurement at Google, explains in a blog post.

There are four products in the bundled launch: Google tag gateway for advertisers, measurement and data source diagnostics, on-device conversion measurement using event data, and integrated conversion measurement.

Advertisers can use all four products in the bundled launch to collect more accurate and complete data, track conversions effectively across various platforms and touchpoints, make data-driven optimizations, and navigate the increasingly privacy-focused digital advertising landscape.

The goal is to lead to improved campaign performance and a better understanding of the customer journey. 

The integrated conversion measurement -- which uses event data and is probably one of the more important features introduced today -- began rolling out this month.

The measurement tool gives marketers real-time, comprehensive and accurate reporting of their Google App campaign performance directly in third-party App Attribution Partners’ (AAP) interfaces.

Advertisers have historically used alternative reports such as SKAN reporting or Google Ads Front End.

Many mobile marketers often work closely with app attribution partners (AAPs), so this solution provides more accurate and comprehensive cross-channel attribution directly in third-party AAP interfaces. It means a clearer picture of how App campaigns for installs are driving conversions across both iOS and Android devices, providing actionable insights to effectively optimize campaign performance and allocate budgets. 

Apple and Google have a complex relationship. Google’s Android and Apple’s iOS are two of a few dominant operating systems.

Google pays Apple billions of dollars annually to remain the default search engine on Safari and other Apple products, while they offer consumers cross-platform apps for products such as YouTube, Apple Music and more.

The two companies recently worked together to solve an old data conversion problem when sending text images and videos across mobile phones.

As another example, the two worked on unwanted Tracking Alerts. Apple and Google collaborated on an industry specification to address unwanted tracking with Bluetooth location trackers.

Apple on Thursday reported quarterly earnings slightly higher than analysts' expectations, lifted by stronger-than-expected revenue from its services business.

Total revenue rose 5% to $95.4 billion for the first quarter in 2025. Analysts’ consensus predicted around $94 billion.

iPhone sales were $46.8 billion, and services revenue brought in $26.6 billion, up from $23.9 billion a year ago.