The measurement tools you're sleeping on

Author

Jeff Sauer
March 05, 2026

Right now, about 70% of the conversions showing up in your Google Ads account aren't real.

Well, they're real. But Google didn't actually see them happen.

They're modeled. Estimated. Educated guesses.

I just got back from Google's New York office - yes, that's me in the video outside looking like I'm experiencing hypothermia mixed with enthusiasm.

There's a tool most advertisers are sleeping on. Free tier. 15-minute setup. 11% median signal uplift.

It’s called Google Tag Gateway.

Big agencies are rolling it out across their enterprise clients - even the ones not on Google's stack.

If major agencies are prioritizing this, you should probably know what it is.

But that’s not the only tool I mention in this week’s video. There’s another enterprise-level tool from Google that’s available for open-source prices (spoiler alert: it’s free) to help you triangulate your data.

Why triangulate? 

Because no single measurement method is enough anymore.

Sounds complicated. It's not - when you know which tool solves which problem.

I walk through everything in the video. The tool nobody's using. The framework. What you should actually do next based on your situation.

Watch the full breakdown - recorded right after the event while everything was fresh.

To Your Measured Success!

--Jeff Sauer
CEO of MeasureU

P.S. Want to see where your measurement stack stands? Take our Clean Data Scorecard quiz. 2 minutes. Clear next steps.

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