Google Just Improved First-Party Data and App Tracking — Here’s What We’re Watching

Earlier this month, Google dropped a handful of new updates aimed at helping advertisers get more value from first-party data and more visibility into app campaign performance. While most platform updates feel like incremental tweaks, a few of these are genuinely worth your attention, especially if you're managing campaigns across web and app environments in today’s privacy-centric world.

Below is our breakdown of what’s new, what we’re excited about, and what it means for advertisers trying to future-proof their data strategy.

First-Party Data: Now With More Control and Transparency

Server-Side Tagging (Without the Headache)

The biggest headline here is the launch of Google Tag Gateway, which allows advertisers to serve tags directly from their own server. In simpler terms, you’re no longer reliant on tags firing through Google’s servers by default; your own site can now act as the middleman, receiving the data first and deciding what gets sent back to Google.

Why does this matter?

• More control over what gets sent, and when
  
  
• Increased transparency for users and stakeholders
  
  
• Better privacy posture as advertisers can apply their own data filters and policies
  
  
• Improved compatibility with cookieless environments and privacy-conscious browsers like Safari, Firefox, and Brave

Google’s not abandoning cookies just yet, but they’re clearly laying the groundwork for a more durable data model. This shift gives advertisers a pathway to build more resilient measurement infrastructure—without waiting around for Chrome to fully go cookie-free.

In summary, server-side tagging puts more power in the hands of advertisers and clients, which is even more critical as the landscape continues to shift toward user privacy and data control.

Diagnostics That Actually Help

Another under-the-radar but welcome update is new diagnostics for first-party data sources in Google Ads. Troubleshooting misfires or tracking issues across multiple tools has always been a headache; now, these diagnostics are available directly in the platform. 

That means it’s easier to identify what’s broken, why it’s broken, and what needs to be fixed to improve AI optimization and data flow.

App Campaigns: More Visibility (Without Breaching Privacy)

Historically, app campaigns have had a big blind spot: once a user installs the app, what happens next often disappears into the dark. But with Google’s on-device conversion measurement, advertisers can now track additional app events (like sign-ups or purchases) after installation — even if that data is de-identified.

What makes this a win:

• Tracks meaningful events (not just installs)
  
  
• Doesn’t violate Apple’s privacy rules
  
  
• Gives Google’s algorithm more optimization signals
  
  
• Improves reporting accuracy without requiring server-side pings
  
  

This update fills a huge gap. We get to track post-install actions from the user’s device without compromising privacy, which leads to smarter optimization and a clearer picture of campaign performance.

Real-Time Conversion Reporting via Third-Party Attribution Tools

App advertisers relying on third-party attribution tools will now see more real-time and accurate reporting, making it easier to fine-tune App campaigns. Fewer delays in performance data = faster decision-making and better results.

Our Wishlist for What Comes Next

While Google’s updates are genuinely useful, the rest of the ad ecosystem still has some catching up to do. Our top request? More server-side and privacy-friendly tracking options from other major ad platforms, particularly LinkedIn and Bing.

Google and Meta have been leading the way with things like Conversions API and server-side options. Microsoft platforms still lag behind, which creates friction for advertisers trying to adopt a more privacy-conscious and cross-platform measurement strategy.

Google’s latest moves make it clear: the future of performance measurement is built on first-party data, privacy-conscious tracking, and greater advertiser control. These updates are a step in the right direction. If you haven’t started planning for a world with less cookie data and more direct signal control, now’s the time.