AI is reshaping the way marketers measure success – and Google is building the tools to match. We speak to Katrin Werres, UK head of measurement at Google, about what’s new, what matters, and how UK marketers can turn this year’s product updates into long-term strategic advantage.
Marketers use AI tools to turn data into strategic ROI
AI is fundamentally reshaping advertising measurement and effectiveness, as it transitions from a mere enhancement to the core architecture of future marketing. It’s the “central nervous system”, says Katrin Werres, UK head of measurement at Google. And in a year where marketing effectiveness has dominated conversations everywhere from the Palais at Cannes Lions to the product reveals at Google Marketing Live (GML), it’s a message that has landed with new urgency for advertisers.
“This transformation is driving unprecedented product developments in measurement, leading to an advertising ecosystem that is increasingly automated, predictive, and integrated, reliant on AI and first-party data,” says Werres.
As signal loss, regulatory pressure and rising ROI demands continue to reshape the marketing playbook, Google’s latest innovations make it clear: measurement isn’t just about reporting performance, it’s powering it. AI is no longer a layer added on top; it’s the foundation marketers need to plan, prove and optimize their impact.
From media mix modeling (MMM) and first-party data activation to cross-channel attribution and privacy-safe tech, the tools on offer are evolving fast – Werres helps us unpack five standout announcements and get the insider view on why they matter now for UK marketers focused on effectiveness and growth, to drive superior ROI in 2025 and beyond.
The update: Meridian, Google’s open-source Marketing Mix Model (MMM), is designed to help marketers and data scientists build best-in-class models with enhanced transparency. At GML, new features focused on improving actionability, such as the dynamic Scenario Planner, which allows marketers to model different investment scenarios and turn insights into planning.
One of Meridian’s most significant innovations is the ability to calibrate MMMs with incrementality experiments, adding greater accuracy to channel contribution analysis. Every UK advertiser will soon be able to make use of the MMM Data Platform API (launching later this year), which gives marketers more frequent and scalable access to granular Google data like reach, frequency and search query volume – addressing a known pain point for UK advertisers.
What it means for UK marketers: “A strong MMM foundation remains a key enabler for ROI measurement,” explains Werres. “With Meridian and its recent enhancements, UK advertisers can gain clearer insight into how media and brand investments contribute to business results, and take more informed actions.”
The update: Google Analytics 4 is evolving to become a more powerful platform for cross-channel measurement. New Enhanced Multi-Touch Attribution (MTA) reporting now includes impression data and view-through conversions capturing a fuller picture of the customer journey.
GML also introduced two tools to help marketers better plan and manage campaigns: a Projections Report, to monitor pacing and projected performance across platforms, and a Scenario Planner, to optimize budgets against business goals using historical data.
What it means for UK marketers: “These updates bring us closer to a truly channel-agnostic view of performance,” says Werres. “Marketers can start to unify measurement across platforms like Snap, TikTok, and Pinterest enabling more strategic decision-making and improved ROI.”
The update: Data Manager helps advertisers understand their first-party data strength and use it more effectively to drive performance. With expanded direct connections to platforms like Salesforce, Shopify, and BigQuery, it’s now easier to unify and activate data across the Google ecosystem.
The new Data Manager API also allows data partners, agencies, and advertisers to connect all relevant signals in a privacy-safe way, powering better targeting, measurement and ROI.
What it means for UK marketers: “High-quality, consented data is your most valuable asset,” says Werres. “Tools like Data Manager make it easier for UK businesses to put that data to work while staying compliant with evolving regulations.”
The update: The newly available Google Tag Gateway offers server-side tagging by default, improving signal resilience by serving tags from an advertiser’s own server, without requiring on-page changes. The setup is simplified and supports one-click integration with Cloudflare, with more CDNs to come. It also incorporates confidential computing by default, offering enhanced security and privacy – especially relevant under UK GDPR.
What it means for UK marketers: “Initial reports show that advertisers using Tag Gateway have seen an average 11% uplift in signal performance, leading to stronger bidding and return on ad spend (ROAS),” says Werres.
The update: Confidential Matching uses Trusted Execution Environments (TEEs) to securely match advertiser data with Google’s ensuring data is never visible, even to Google. Originally introduced for Customer Match, it’s now expanding to support: Google Tag Gateway, Enhanced Conversions and user-provided data in GA4. These expansions will roll out globally – including in the UK – in Q2 2025.
What it means for UK marketers: “Confidential Matching enhances data security and transparency,” says Werres. “This helps marketers build trust with customers and unlock the full value of their data while staying privacy-first by design.”
With this new wave of measurement innovations, it’s easy to feel overwhelmed. But when approached strategically, they provide a roadmap for future-ready marketing effectiveness. Here's how to make them work for your business:
1. Nail the brilliant basics: Start with a strong data foundation. Tools like Data Manager, GA4, and Google Tag Gateway provide the building blocks for reliable measurement. Before jumping to advanced solutions like MMM or incrementality testing, ensure your tagging, consent and integration practices are robust.
“A common pitfall is skipping ahead to complex modeling before the basics are in place,” says Werres. “Strong infrastructure is what makes advanced measurement work.”
2. Shift from tools to business impact: Think beyond single tools or metrics. The most effective measurement strategies triangulate insights from attribution, experiments and MMMs to inform business decisions. Use scenario planners and projections to link marketing activities to real commercial outcomes.
“Measurement only drives ROI when it’s understood in the language of the C-suite,” says Werres. “That means building joint KPIs and translating media metrics into business impact.”
3. Treat effectiveness as a discipline, not a deliverable: Effectiveness isn’t a one-off campaign review, it’s an ongoing journey. Tools like Meridian, incrementality, and Confidential Matching should be used iteratively to refine strategy, not just validate it.
“The most forward-thinking marketers treat effectiveness as a continuous capability,” says Werres. “They’re always testing, learning, and improving.”
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