Campaign Manager 360 (CM360) integrations: 6 ways to unify your marketing data

In today’s complex marketing landscape, success often depends on more than creative ideas and precise targeting. It requires a connected ecosystem where platforms share data, insights flow seamlessly and optimization happens in real time.

Key takeaways:

• Campaign Manager 360 (CM360) integrates with Google Ads, Display & Video 360 (DV360), Search Ads 360 (SA360), and Google Analytics 4 (GA4) to create a unified marketing stack
• Third-party DSPs like The Trade Desk and Netflix Ads can be measured centrally through Campaign Manager 360
• CRM and verification integrations extend the solution's value beyond digital touchpoints
• Connected data eliminates manual reporting and improves attribution accuracy

Google Campaign Manager 360 (CM360) is constantly adding integrations to help with this. As the ad server at the center of the Google Marketing Platform (GMP), Campaign Manager 360 powers ad delivery, tracking, conversion reporting, and attribution. But its true value emerges when it’s integrated with the right tools.

These integrations help in a variety of ways to unify measurement and make your campaigns work harder across every channel. Whether you’re refining your current campaigns or planning for the year ahead, here are six key integration areas to focus on for stronger, more connected marketing performance.

How CM360 integrations unify your marketing data

1. CM360 integrations within the Google Marketing Platform (GMP)

Campaign Manager 360’s tightest connections are within the Google Marketing Platform ecosystem itself, making it easier to manage campaigns, track performance, and optimize across Google’s media platforms.

• Google Ads: Coordinate campaigns, measure YouTube (including YouTube TV) and Demand Gen activity, and view performance in a single place.
• Display & Video 360 (DV360): Sync creative delivery, ad tracking, and programmatic buying to reduce duplication and streamline workflows.
  • Bonus Tip: Display & Video 360 can also serve as your gateway to premium video inventory, including YouTube and Netflix (via integrations). Campaign Manager 360 can then measure those campaigns right alongside the rest of your media for a holistic view across channels.
    
• Search Ads 360: Gain integrated search tracking and conversion data for more accurate bidding decisions.
• Google Analytics 4 (GA4): Send conversion events into Campaign Manager 360 so Display & Video 360 and Search Ads 360 can optimize in real time while Google Analytics captures a complete picture of campaign impact.

2. CM360 integrations for third-party DSPs and programmatic measurement

Another key integration area involves third-party DSPs and premium inventory providers in addition to Display & Video 360. Adding these connections creates a centralized view, simplifies tracking implementation, and enables improved data accuracy across external platforms.

• The Trade Desk: Use direct tag delivery for faster setup and dependable tracking.
• Netflix Ads: Whether you're buying on the Netflix platform directly or purchasing inventory through Display & Video 360 or another DSP, Campaign Manager 360 allows you to measure impressions and clicks with its tracking ads, giving you a unified view of effectiveness alongside your other campaigns.
• Cross-Media Reach: Access combined reach and frequency data for digital and linear TV with Comscore-powered reporting.

Why it matters: Provides a centralized view of programmatic performance while streamlining setup and extending cross-media insights.

3. CM360 integrations for creative management and personalization

Compelling creative drives results and Campaign Manager 360’s integrations make it easier to manage and personalize at scale.

• Google Web Designer: Build interactive HTML5 creatives ready for trafficking in Campaign Manager 360.
• Studio: Deploy and manage dynamic creative across campaigns and channels.
• Adobe GenStudio: Export assets directly into Campaign Manager 360 for streamlined campaign launch.
• Typeface: Use AI to generate personalized, on-brand content quickly.

4. CM360 integrations for analytics and reporting

Connecting Campaign Manager 360 to analytics and business intelligence (BI) tools turns campaign data into decisions.

• Google Analytics: View Campaign Manager 360 metrics in Google Analytics’ Advertising workspace for cross-channel performance insights.
• Data Studio (formerly Looker Studio): Build interactive dashboards that visualize Campaign Manager 360 data in real time.
• Tableau: Create advanced reporting to identify trends and optimize spend.

5. CM360 CRM integrations for offline conversion measurement

With CRM integrations, Campaign Manager 360 can bridge the gap between digital interactions and offline conversions. Platforms like Salesforce and Microsoft Dynamics help connect ad clicks to real sales activity.

Why it matters: Measures true ROI, not just digital touchpoints, so you can make budget decisions with greater confidence.

6. CM360 brand safety and verification integrations

Brand trust is critical. Campaign Manager 360 integrates with verification providers such as DoubleVerify and Integral Ad Science (IAS) to ensure your ads run in safe, viewable and fraud-free environments.

Why it matters: Protects your brand reputation while maintaining campaign effectiveness.

How to use CM360 integrations as a competitive advantage

In my experience, the biggest missed opportunity for advertisers isn't their budgets or trafficking, but how disconnected their data is. I've seen clients drastically improve campaign efficiency by treating Campaign Manager 360 as the central hub of their marketing stack, unifying all their platforms and data into a single source of truth.

Through these integrations, you eliminate the hours wasted manually piecing together reporting and significantly improve your accuracy, ensuring every dollar you spend is driven by connected insights rather than patchwork.

By strategically connecting Campaign Manager 360 with the right platforms, you can break down silos and:

• Unify data across channels
• Optimize campaigns with real-time signals
• Expand reach without losing measurement consistency
• Personalize creative at scale
• Link marketing activity directly to business outcomes with centralized conversion reporting and attribution