Google Tag · Status at source date: Newsletter archive
Data Manager goes universal with new integrations, map view, and IAB-standard API
Data Manager: Google's first-party data connection and management hub: becomes universal as part of GML 2026. The UI is now accessible directly across Google Ads, Search Ads 360, and Campaign Manager 360 (with Google Analytics coming soon).
What changed
The new Data Manager API, built on the IAB Tech Lab Event & Conversion API standard, provides a single connector for measurement and audiences across Google. A new map view visualises the entire data flow from connection to activation. New direct integrations launch with Mailchimp, ActiveCampaign, Klaviyo, and Google Drive; partner-enabled connections include Adswerve, Bloomreach, Datahash, Treasure Data, TripleWhale, Scowtt, Stape, Zapier, Zeotap, and others.
Google's data: advertisers building data strength via Data Manager (connecting offline and app data) see a +26% average increase in incremental ROAS (Google data, Global, Measurement, April 2025 – April 2026; based on Search campaigns bidding to conversion value). Advertisers who include IP address in conversion imports achieve +3% more observed conversions on Search and +10% on YouTube (Google internal data, Jan 2026 vs Dec 2025 – Jan 2026; offline simulation using production data).
Why it matters for advertisers
For you, this means that first-party data infrastructure should be evaluated against the new Data Manager capabilities. Particularly relevant for accounts where the existing CRM-to-Google Ads pipe relies on custom CAPI builds or third-party connectors, the new direct integrations may collapse that workflow into a single Data Manager connection.
Perspective from the original PMC newsletter.Sources & contributor credit
- Newsletter coverage · Paid Media Collective newsletter
Original newsletter text, contributor labels and media for this update.
- Source referenced in newsletterGoogle blog · AI Performance Insight
Linked from the original newsletter. The source publication date has not been independently confirmed.
Original creator unverified
The original creator has not yet been verified. Newsletter curation and publication do not establish original authorship.
Attribution evidence and limitations
Full attribution review pending.
A source link alone does not establish original authorship.
Original image and video creators have not yet been verified.
- Published on this site
This update reflects the dated source reporting. Availability may have changed. Further coverage of this same development will be added to this page.
Original newsletter text and archive evidence
Data Manager goes universal with new integrations, map view, and IAB-standard API
Data Manager: Google's first-party data connection and management hub: becomes universal as part of GML 2026. The UI is now accessible directly across Google Ads, Search Ads 360, and Campaign Manager 360 (with Google Analytics coming soon). The new Data Manager API, built on the IAB Tech Lab Event & Conversion API standard, provides a single connector for measurement and audiences across Google. A new map view visualises the entire data flow from connection to activation. New direct integrations launch with Mailchimp, ActiveCampaign, Klaviyo, and Google Drive; partner-enabled connections include Adswerve, Bloomreach, Datahash, Treasure Data, TripleWhale, Scowtt, Stape, Zapier, Zeotap, and others.
Google's data: advertisers building data strength via Data Manager (connecting offline and app data) see a +26% average increase in incremental ROAS (Google data, Global, Measurement, April 2025 – April 2026; based on Search campaigns bidding to conversion value). Advertisers who include IP address in conversion imports achieve +3% more observed conversions on Search and +10% on YouTube (Google internal data, Jan 2026 vs Dec 2025 – Jan 2026; offline simulation using production data).
For you, this means that first-party data infrastructure should be evaluated against the new Data Manager capabilities. Particularly relevant for accounts where the existing CRM-to-Google Ads pipe relies on custom CAPI builds or third-party connectors, the new direct integrations may collapse that workflow into a single Data Manager connection.
Source captured . No explicit first-contributor label was provided for this update.
