Google has finally put its own name on an item tracker, matching Apple’s $29 AirTag price while betting that Android’s reach can close a long-running gap in finding lost belongings.

At its Made by Google 2026 event on Wednesday, the company unveiled the Pixel Tag alongside the Pixel 11 lineup. The oval, Fog-colored tracker is designed for keys and bags, measures 0.2 inches thick, weighs 0.4 ounces with its battery, and carries an IP67 water- and dust-resistance rating. It will arrive on November 11 for $29, or $99 for a four-pack.¹

The basic proposition mirrors Apple’s: Pixel Tags connect to Google’s Find Hub, which uses nearby Android devices to help locate lost items. Google adds that owners can find or ring a tag from a Pixel Watch, while the built-in speaker and replaceable CR2032 battery — rated for roughly a year — cover close-range searches and routine maintenance.¹

Google’s sharper hardware argument is precision. The tracker combines UWB, which can show both distance and direction on supported phones, with Bluetooth 6.0 Channel Sounding, a newer feature that can provide exact distance but not direction. “It combines ultra wideband (UWB) with Bluetooth 6.0 Channel Sounding for two distinct types of precision tracking.”²

That capability is not universal: Channel Sounding requires a Pixel 10 or later, while UWB needs a Pro Pixel model from the Pixel 6 onward; compatible Pixel Watches also vary by generation. And the larger test is the network itself. One assessment said Find Hub had “improved steadily” after a rocky launch, but remained less precise than Apple’s in testing last year.²

So the Pixel Tag launches with AirTag-like pricing, durability and battery convenience — plus an ambitious dual-radio feature set. Its success may hinge less on the tag than on whether Google’s vast Android network can translate scale into reliably precise recovery.