Observed Signal · Nov 27, 2025 · Industry Awards · Source: The Drum · Impact: 4/5 · Sentiment: Positive
Google's Agency Measurement Awards Reveal Measurement Trends
Google’s inaugural Agency Measurement Awards, run by its Measurement Labs community, showcased industry best practice in marketing measurement and drew more than 80 submissions. The Drum identified four key themes from the event: a shift to experimentation and incrementality as effectiveness benchmarks; attribution moving towards causality through incrementality and geo experiments; cross-method validation of AI-powered formats to drive business outcomes; and agencies raising clients’ data maturity. Notable winners cited include Incubeta, dentsu, WPP and Jellyfish (which worked with John Lewis). Google said it will invest further in measurement in 2026, announcing a new Conversion Lift methodology for faster incrementality testing, improved data ingestion for its MMM product Meridian, expanded Brand Lift and Search Lift capabilities, and a refreshed Data Manager suite.
Google-run awards highlight industry measurement trends and Google announced upcoming measurement product changes (Conversion Lift, MMM Meridian improvements, Brand/Search Lift and Data Manager updates) that will affect measurement practices across agencies and advertisers.
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Key Takeaways & Evidence Grounding
- Google hosted its inaugural Agency Measurement Awards via Measurement Labs.
- The Awards received more than 80 submissions in their first year.
- Incubeta, dentsu, WPP and Jellyfish were cited as category winners for measurement work (examples included YouTube incrementality, econometric MMM, AI-driven YouTube reach and Google Analytics/data infrastructure).
- Jellyfish helped John Lewis rebuild profit-bidding with server-side tagging and enhanced conversions.
- Google announced 2026 measurement product improvements: a new Conversion Lift methodology, improved MMM (Meridian) data ingestion, expanded Brand Lift and Search Lift capabilities, and a refreshed Data Manager suite.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Google Ads Launches New Incrementality Measurement Features
Google is introducing new measurement and data tools across Google Ads, Google Analytics, Display & Video 360, and Meridian to help advertisers quantify incremental sales and improve AI-driven optimization. The updates include deeper integration of Data Manager for centralizing CRM and first-party data, Enhanced Conversions in Google Analytics and DV360 (delivering an average 11% more search conversions), and the new Data Strength Uplift Metric to show additional conversions from improved first-party data. Meridian, Google's open-source marketing mix model, gains agentic features for automated data validation and model building, along with brand signals like search volume. Meridian GeoX is now globally available for geo-based causal experiments. These tools aim to move beyond last-click attribution toward a more holistic understanding of advertising effectiveness, with Google claiming an average 26% higher incremental ROAS when connecting offline and app data via Data Manager.
Google Ads Unveils Incrementality Mapping Tools
Google announced new measurement and data tools inside Google Ads to help marketers map incrementality and streamline first‑party data activation. Updates include a Map View in Data Manager to visualize data connections and surface configuration errors, no-code tagging improvements that Google says drive an average 14% conversion lift, Meridian Studio — an enterprise version of Google’s Meridian media-mix-modeling platform built on Google Cloud — and an open-source GeoX tool for measuring geographic incrementality. Google frames the suite as a connected workflow: fixing fragmented data foundations, enabling geo-based incrementality testing, and translating measurement insights into budget decisions within Google Ads.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
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