On April 16 in an announcement, there will be some upcoming enhancements for Google’s Ad Data Hub, the analytics and measurement for Google campaign data. There was even confirmation about it beta testing audience activation for display campaigns.

According to Google, it has been updating the infrastructure that underpins Ads Data Hub (ADH) to be able to scale it to more customers and simplify querying.

The company said that it reduced latency from 24 to 59 hours down to 6 hours for display and YouTube ads data from Google Ads and for YouTube ads brought through Display & Video 360. Because of this, you will now be able to run almost same-day queries in certain cases.

Soon, users will have the ability to link their Google Ads, Campaign Manager and Display & Video 360 accounts to ADH by themselves, as well as create multi-tier account structures as well. These features will become available in the coming weeks.

Regarding the Sandbox testing environment, it is currently available for all customers. It contains a data set that is available for testing query writing and getting a better sense of what you can do with your own data.

There are also 20+ query templates for common types of analysis run in ADH. As an example, Google says that all events templates can be used to get impressions, clicks, conversions and Active View results for an account. Users can submit new template ideas through the feedback form in the platform.

AdExchanger reported that Google is also testing the ability to build audience lists that is based on clicks or conversion from Google Ads, Campaign Manager and Display & Video 360.

Google said that the lists can be used to reach or exclude audiences. For audience activation, there is an aggregation requirement of a minimum of 50 users for output data from Ads Data Hub.

“For example, you could create an audience list in Ads Data Hub of users that have already purchased your product, then use that as an exclusion list to ensure you don’t continue to show them your ads served via Google Ads and Display & Video 360,” the company said.

A small number of enterprise brands and large agencies are currently in the beta.

SourceGinny Marvin