"Good enough" misconceptions

“My data setup is good enough for now” → a phrase that keeps marketers comfortable… and keeps their AI underperforming 👀 In the era of signal loss and privacy shifts, ‘good enough’ is actually a self-imposed 14% growth tax* on your bottom line. As Kamal Janardhan (Senior PM Director, Google) and Jeff Saurer (CEO, MeasureU) discuss, data strength isn’t a one-time project; it’s a continuous investment of how you make AI work for you. AI isn’t the strategy; it’s the engine that runs on the quality of your signals. Here’s how to tune yours: 📡 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘆𝗼𝘂𝗿 𝘀𝗼𝘂𝗿𝗰𝗲𝘀: Stop the manual “grunt work” and use Data Manager to unify your CRM, web, and app data into a single “AI fuel system.” 🔋 𝗠𝗮𝘅𝗶𝗺𝗶𝘇𝗲 𝘆𝗼𝘂𝗿 𝘀𝗶𝗴𝗻𝗮𝗹𝘀: Combat browser restrictions and signal decay by upgrading to Google tag gateway for advertisers. Resilient server-side tagging can recapture up to 14% of conversions lost to signal degradation.* 🔑 𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗲 𝗳𝗼𝗿 𝗴𝗿𝗼𝘄𝘁𝗵: When you fuel smart bidding with high-quality first-party data, the results speak for themselves. Advertisers see an average 10% uplift in conversions by simply connecting their unique signals.** Shift from correlation to causal certainty. What’s your biggest hurdle in moving away from a “good enough” measurement setup? *Source: Google Internal Data, Global Finance analysis (Jan - June 2025), approved Goliath GTG Incrementality study. Advertisers adopting Google Tag Gateway observed an average 14% conversion lift. **Source: Google Data, all campaigns types where there were at least 1 biddable Google Click ID-attributed offline conversion, median lift of offline biddable conversions, May 22, 2024- Jun 4, 2024.