Marketers and data analysts are always searching for ways to optimize advertising efforts and enhance campaign performance, especially when considering Media AND Analytics. A common question is: "If you’re using Google Analytics, should you also use Campaign Manager 360?"
The answer is a resounding yes. Here are four reasons why this integration is crucial for your marketing strategy.
1) Seamless Integration for Enhanced Insights
One of the most compelling reasons to integrate Google Analytics 4 (GA4) with Campaign Manager 360 (CM360) is the immediate connection it creates, transforming disparate data points into a unified and powerful source of intelligence. This integration goes beyond simply linking two platforms; it forges a comprehensive ecosystem where advertising interactions and on-site user behavior are woven together, providing marketers with unprecedented clarity into the true performance of their media efforts.
Unified Data Sources
Linking GA4 with CM360 enables a direct connection between ad interactions and on-site behavior. This integration allows you to trace how users engage with your site after seeing or clicking an ad—providing a clearer picture of which media efforts are driving meaningful activity.
Holistic Campaign Measurement
CM360 tracks impressions, clicks and conversions across display, video and paid search channels, while GA4 captures how users behave once they arrive on your site. When the two are linked, you're able to connect pre-click ad engagement with post-click site activity in a single view. That means you can see not just who clicked, but what they did next—whether they bounced, browsed, or converted. This unified reporting makes it easier to understand which campaigns are truly driving value, how different channels contribute to site outcomes and where to focus budget or creative adjustments to improve results.
Additionally, Campaign Manager 360 reports are being added to the Acquisition section of GA4, allowing for more streamlined cross-platform reporting and measurement.
2) Advanced Attribution & Conversion Tracking
Beyond simply unifying data, this integration elevates your ability to accurately attribute conversions and understand the true impact of your marketing spend. This powerful combination unlocks sophisticated attribution models and provides unparalleled flexibility in how you measure and optimize conversion events. By connecting the granular campaign data from CM360 with GA4's intelligent insights, marketers can gain a more precise understanding of which touchpoints are truly driving valuable actions.
Accurate Attribution Models
One of the biggest advantages of integrating GA4 with CM360 is the ability to leverage advanced attribution models. GA4’s machine learning-powered attribution models enhance the accuracy of credit assignment, while CM360 provides detailed campaign-level data to support budget optimization and maximize ROI.
Benefits of GA4 Conversions in CM360
- All GA4 conversion events are automatically shared as Floodlights within CM360. These Floodlights can be used for insights across CM360, DV360 and SA360.
- Once linked, GA4 conversion events are exported as Floodlight activities. These conversions can then be analyzed and optimized within CM360 using any of CM360's available attribution models, providing flexibility in how you assess and attribute conversion credit.
- CM360 allows GA4 conversions to be measured using any attribution model available in CM360. Unlike GA4’s link with SA360 or DV360, where imported conversions must be reported using the GA4 attribution model.
- View-through conversions are reported in both CM360 and DV360, whereas GA4 conversions linked directly to DV360 are not.
Cross-Channel Insights & Consistency
- GA4 → CM360 Floodlights can be used in standard bidding, custom bidding and reporting within DV360.
- GA4 → GA4 audiences and conversions shared with Google Ads are not automatically shared with DV360. For cross-channel consistency, CM360 serves as the bridge, enabling GA4-sourced conversions to be used across DV360 and SA360.
- Having CM360, SA360 and DV360 linked to GA4 enables a holistic view of attribution and media performance, ensuring consistency across platforms.
- CM360 data surfaces in cross-channel reporting, aligning with GA4’s enhanced attribution settings.
3) Enhanced Campaign Optimization
A true power shines in its ability to empower continuous and more effective campaign optimization. By combining the real-time insights of GA4 with CM360's robust campaign management capabilities, marketers gain an agile framework to refine strategies, target audiences with precision and streamline reporting for maximum impact. This ensures that every dollar spent on advertising is working harder, driven by immediate data-driven adjustments and a clearer path to achieving your marketing goals.
Real-Time Data for Agile Adjustments
CM360 provides real-time campaign performance data and when paired with GA4’s real-time analytics, you can quickly identify trends and make necessary optimizations. This ensures data-driven decisions based on the most current insights.
Granular Audience Targeting
By utilizing GA4’s advanced audience segmentation with CM360’s targeting options, you can create highly specific audience segments for better ad delivery, increasing engagement and conversion rates.
Simplified Bidding & Reporting
Linking GA4 conversion events to CM360 significantly simplifies measurement across various advertising platforms that have historically relied on Floodlight tags. This integration streamlines your reporting and provides a unified view of your marketing performance.
While this offers a more consolidated approach, it's important to understand how attribution models and conversion reporting can differ across platforms, for example:
- GA4 attributes conversions based on when the event occurred (e.g., the form submit)
- CM360 and DV360 record the time the conversion was counted, which can sometimes lag.
- Google Ads and SA360 assign conversions to the time of the last eligible click that led to the conversion.
Additionally, it's worth noting that invalid clicks may still result in conversions in GA4. Currently, GA4 does not report view-through conversions, which differs from media reports in Universal Analytics.
4) Future-Proofing Your Analytics Strategy
In an ever-evolving digital landscape marked by increasing privacy concerns and technological advancements, it's not just about current performance; it's about building a resilient and adaptable analytics foundation for the future. This combined approach ensures your measurement capabilities remain robust amidst changing user privacy regulations and provides the scalability needed to grow with your business. By embracing this integration, you're investing in a strategy that will keep you ahead of the curve, no matter what the future holds.
Adapting to Privacy Changes
With the shift toward user-controlled cookie settings, integrating GA4 with CM360 ensures that your measurement strategy is privacy-forward and resilient. GA4’s emphasis on first-party data and CM360’s advanced campaign tracking help future-proof your approach.
Scalability & Flexibility
Both GA4 and CM360 are designed to scale with your business, whether you’re managing a small number of campaigns or running large-scale advertising initiatives. This integration provides flexibility to support evolving marketing needs.
Pro Tip: GA4 & CM360 Linking Process
To link GA4 with CM360:
- In CM360, go to Floodlight → Configuration → Google Analytics.
- Click New link and select a GA4 property.
- Ensure you have Admin access & Floodlight permissions in CM360 and Editor permissions in GA4 to complete the linking process.
- To unlink, follow the same path and select the property to remove.
Unlocking Your Full Potential
Integrating GA4 with CM360 enhances your analytics capabilities, improves attribution accuracy and optimizes campaign performance. This powerful combination enables you to gain deeper insights, make data-driven decisions and stay ahead in a rapidly evolving digital landscape.
If you’re using GA4, incorporating CM360 into your tech stack is essential for unlocking the full potential of your digital marketing strategy. Start leveraging these insights today and ensure your campaigns are set up for long-term success.
Need help optimizing your entire Google Marketing Platform (GMP) and GA4 integration, or developing a comprehensive data hierarchy strategy? Reach out to our expert team for consultative services tailored to your specific business needs.
