Google Ads is rolling out a beta feature that lets advertisers connect external data sources directly inside conversion action settings, tightening the link between first-party data and campaign measurement.
How it works. A new section in conversion action details — labeled “Get deeper insights about your customers’ behavior to improve measurement” — prompts advertisers to connect external databases to their Google tag.
- Supported integrations include platforms like BigQuery and MySQL
- The goal is to enrich conversion metrics and improve performance signals
- The feature appears in a highlighted prompt within data attribution settings
- Rollout is gradual and currently marked as Beta
Why we care. Direct integrations could reduce friction in syncing offline or backend data with ad measurement. This beta from Google Ads makes it easier to connect first-party data directly to conversion tracking, which can improve measurement accuracy and campaign optimization.
By integrating sources like BigQuery or MySQL, brands can feed richer customer data into their signals, helping offset data loss from privacy changes. In practical terms, better data in means smarter bidding, clearer attribution, and potentially stronger ROI.
Between the lines. Embedding data connections inside conversion settings — rather than requiring separate pipelines — makes advanced measurement more accessible to everyday advertisers, not just enterprise teams.
Zoom out. As ad platforms compete on measurement accuracy, native data integrations are becoming a key differentiator, especially for brands investing heavily in proprietary customer data.
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.