Google Unveils Pixel Tag as Its Competitor to AirTag

After more than two years of developing its device-tracking network, Google is set to launch its own tracker, the Pixel Tag, in November. This tracker stands out with its combination of ultra wideband (UWB) technology and Bluetooth 6.0 Channel Sounding, offering two distinct methods for precise tracking.

The Pixel Tag will hit the market on November 11th, priced at $29 for a single unit or $99 for a four-pack, matching the pricing of similar devices. Unlike the recently announced Pixel 11 and Pixel Watch 5, which are already available for preorder, the Tag will be a fresh addition to the lineup.

This sleek, oblong device comes in a single color—Fog—and weighs approximately 12g (0.4oz). Similar to its competitors, it lacks built-in hooks or clips for easy attachment to items. It features a button that can trigger a sound on your phone, handy for those moments when you misplace your main device but still have the Tag. With an IP67 rating, it’s designed to withstand dust and rain. The Pixel Tag operates on CR2032 coin batteries, with a lifespan of over a year per battery.

The Pixel Tag will seamlessly integrate with Google’s Find Hub network, which utilizes the Bluetooth capabilities of Android devices globally to help locate lost items. Although the network faced challenges at launch, it has steadily improved, though past tests indicated it may still lag behind competitors in precision.

When you’re in proximity to the Pixel Tag, UWB technology allows the Find Hub app to show both the distance and direction to the tracker, provided you’re using a compatible phone. Channel Sounding, a newer feature, can give you the exact distance but not the direction, and it works with any device that supports Bluetooth 6.0. Currently, the Moto Tag 2 is the only other tracker that offers this capability.

To utilize Channel Sounding, Google device owners will need a Pixel 10 or newer, while UWB support is available on any Pro model since the Pixel 6. Even in the new Pixel 11 series, the base model does not include UWB. You can also track the Tag using a Pixel Watch, with any model since the 4 supporting Channel Sounding, and models 2 and later featuring UWB. Additionally, you can ask Gemini to activate the Tag’s speaker for you.