One conversion. Five platforms claiming credit.
CM360 fixes that.
If you're running campaigns across search, display, video, and social - and each platform is reporting its own conversion numbers - you don't have a measurement system. You have five competing stories about what's working. Campaign Manager 360 is Google's enterprise ad server and the conversion measurement backbone of the Google Marketing Platform. It uses Floodlight tags as a single, unified tracking layer across DV360, Search Ads 360, and any other channel you run through the GMP stack. One tag. One conversion count. One attribution model. No more double-counting between platforms.
Request a Measurement AuditWhy you need a single source of truth for conversions.
Without a centralised ad server, every platform counts conversions its own way.
Display ad Monday, search ad Wednesday, conversion Friday. Three platforms claim the same sale.
GA4, Google Ads, your DSP all tell different stories. Without a unified system, you're double-counting.
User sees display ad, doesn't click, converts via organic. That impression-assisted conversion is invisible to GA4 and Google Ads.
Without CM360 trafficking, you can't tie creative versions to actual conversions.
Without a centralised ad server, the same user sees your ad 47 times. No global frequency cap.
What we set up and why it matters.
CM360 as your centralised ad server.
Traffics display, video, rich media. Every impression, click, and conversion through one system.
Floodlight as your cross-channel conversion layer.
Tags on your site fire on conversion. Attribution across the entire GMP stack. One conversion, one count.
Cross-channel deduplication.
User interacts with display and search before converting. Floodlight counts once, attributes by your chosen model.
Audience building from conversion data.
Lists from add-to-cart, checkout, purchase actions. Shared across DV360 and SA360 automatically.
View-through and click-through attribution.
Post-click and post-view tracking. Lookback windows up to 90 days.
Custom Floodlight variables.
Transaction value, product category, membership, postcode. Up to 100 custom variables per configuration.
Enhanced attribution with DCLID.
Auto-appended to display and video clicks. Enables GA4 integration for unified reporting.
Offline conversion uploads.
Phone, in-store, CRM-qualified conversions matched to Floodlight activities.
CM360 + DV360: the full stack.
Creatives trafficked through CM360 auto-sync into DV360. Floodlight activities shared automatically. Programmatic campaigns optimise against the same conversion data.
DV360 cost data flows back into CM360. Single report combining media cost, impressions, clicks, conversions. One set of ROAS numbers.
If you're spending serious money on programmatic, CM360 turns DV360 from a buying tool into a measurable growth engine.
When CM360 makes sense.
CM360 is the native measurement layer. Running programmatic without it means flying without instruments.
Search, display, video, social - CM360 gives you the unified view.
Display and video impressions that contribute to conversions even without clicks.
If platform totals exceed backend reality, you have a deduplication problem.
Which ad sizes and creative versions drive actual revenue.
Below this, CM360 adds unjustified complexity. Above it, the insights pay for themselves.
How we deploy it.
Stop letting every platform write its own report card.
CM360 and Floodlight give you one conversion count, one attribution model, and one set of numbers you can actually trust. If you're running multi-channel campaigns without a centralised ad server, you're making budget decisions on fairy tales.
Request a Measurement Architecture Audit →