Google has officially unveiled its first in-house Bluetooth tracker, the Pixel Tag, putting it in direct competition with Apple’s AirTag. The tag combines Bluetooth Channel Sounding with ultra-wideband (UWB) technology, is IP67-rated for water and dust resistance, and connects to the Find Hub network of over one billion Android devices. The tracker will go on sale on November 11, 2026, for $29 each or $99 for a pack of four.
In a nutshell:
- With the Pixel Tag, Google is unveiling its first Bluetooth tracker in response to Apple’s AirTag.
- Two-stage location tracking via Bluetooth Channel Sounding and Ultra-Wideband (UWB) with distance and direction indicators.
- Connects to Google’s Find Hub network, which includes over a billion Android devices, with end-to-end encryption.
- Stainless steel and polycarbonate housing, IP67-certified, replaceable CR2032 button cell battery with over a year of battery life.
- Available in Fog and Splash colors, individually or in a four-pack.
- Price: $29 (single tag) or $99 (4-pack); launches November 11, 2026, via the Google Store.
Design and Build Quality
Measuring approximately 46 x 28 x 5 millimeters and weighing just under 12 grams, the Pixel Tag is significantly flatter than Apple’s AirTag and feels surprisingly thin in the hand, according to 9to5Google’s hands-on review. The front features a metal cover with an embossed Google “G” logo and a speaker grille; the back is made of polycarbonate and can be opened via a twist-lock mechanism to replace the battery. Google touts that the casing is specifically designed to resist bending and cracking.
At launch, Google is offering the Tag in the colors Fog (light gray) and Splash; a matching lanyard clip is set to follow as a separate accessory.
Technology: Bluetooth Channel Sounding Meets Ultra-Wideband
At the heart of the Pixel Tag is a combination of two location-tracking technologies. For rough distance measurement, the tracker uses the new Bluetooth Channel Sounding feature, which, according to Google, is designed to provide distance readings accurate to the centimeter, while Ultra-Wideband (UWB) provides precise directional guidance with visual cues within a range of about 50 meters, similar to the Precision Finding feature that Apple has long offered with the AirTag. For Channel Sounding to work properly, however, a smartphone running Android 16 with Bluetooth 6.0 is required. Simple pairing via Fast Pair, on the other hand, works starting with Android 9, though without the fine-grained UWB directional guidance.
Find Hub, Reverse Find, and Left-Behind Alerts
Outside of Bluetooth range, Google’s Find Hub network takes over location tracking: Over a billion Android devices report a tag’s last known location anonymously and with end-to-end encryption, without Google itself having access to the location data. A Reverse Find button on the tag can also be used to make your own smartphone ring—handy if it’s not your keychain but your phone that’s gone missing, even if it’s on silent. “Left-Behind Alerts” also warn you if an item is accidentally left behind, and the tag can be shared with up to ten people—for example, for shared luggage. Standard features also include an accelerometer, and thanks to Fast Pair connectivity, the tag can be located via the Pixel Watch, Pixel Buds, or by voice command through Gemini.
Battery and Water Resistance
The Pixel Tag is powered by a replaceable CR2032 button cell battery, which, according to Google, should last over a year and can be replaced without tools. With an IP67 rating, the case can withstand up to 30 minutes in one meter of water as well as dust. That should be sufficient for everyday use on a keychain or in a suitcase.
Technical Specifications at a Glance
| Specifications | Google Pixel Tag |
|---|---|
| Dimensions | Approx. 46 x 28 x 5 mm |
| Weight | Approx. 11.8 g (with battery) |
| Material | Stainless steel front, polycarbonate back |
| Location Tracking | Bluetooth Channel Sounding + Ultra-Wideband (UWB), range approx. 50 m |
| Network | Google Find Hub (over 1 billion Android devices, end-to-end encrypted) |
| Battery | CR2032 button cell, replaceable, approx. 1 year battery life |
| Protection rating | IP67 (1 m water depth, 30 minutes) |
| System Requirements | Android 9+ (Fast Pair), Android 16+ Bluetooth 6.0 (Channel Sounding) |
| Colors | Fog, Splash |
| Price (U.S.) | $29 (single pair), $99 (4-pack) |
| Release Date | November 11, 2026 |
Price and Availability
In the U.S., Google has officially confirmed the price: $29 for a single tag, $99 for a four-pack. Sales begin on November 11, 2026, and pre-orders are now available through the Google Store. Google has not yet announced an official price for Germany and the EU; according to GoogleWatchBlog, a single Tag is expected to cost around 34.99 euros here, but official confirmation and a price for the four-pack are still pending. We’ll update this article as soon as Google officially announces the German price.
Google Pixel Tag vs. Apple AirTag and Android Competition
With UWB, IP67 protection, and a large tracking network, the Pixel Tag is technically on par with Apple’s AirTag, which offers similar key specs at a comparable price. The big difference lies in the ecosystem: While Apple’s tracker works exclusively with iOS, the Pixel Tag is built natively for Android and is likely to integrate more seamlessly into Google’s Find Hub network than third-party trackers like the previously featured Pebblebee Card 5 and Clip 5. If you already own an AirTag and want to compare battery replacement processes, you’ll find additional practical tips in our guide to changing AirTag batteries —most of which also apply to the Pixel Tag.
As suspected based on the first leaks in early August, Google unveiled the tracker right on schedule for the Made by Google event on August 12, 2026. The main question that remained unanswered until the very end was whether Google would forgo UWB. That has now been clarified with the official unveiling.
Compatible Accessories and Other New Products from the Made by Google Event
The Pixel Tag wasn’t the only announcement at the event: Google also unveiled its new flagship smartphone, the Pixel 11 Pro XL, as well as the Pixel Watch 5. Thanks to Fast Pair and a shared Find Hub connection, both devices can be seamlessly paired with the new tracker.
Conclusion
With the Pixel Tag, Google is filling a gap that has existed since the launch of the AirTag over five years ago: a true first-party tracker for its own ecosystem. On paper, the Tag is every bit as good as Apple’s solution—UWB, IP67, and the vast Find Hub network are all included—and at $29, the starting price is exactly on par with the AirTag. Whether tracking works just as reliably in everyday use as it does with Apple remains to be seen in extensive testing. However, starting November 11, anyone already using the Android ecosystem will no longer have to resort to third-party trackers.
Sources: Google
