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.
Google’s 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), CM360 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.
6 Key CM360 Integration Areas For Unifying Your Data
1. Core GMP Integrations for Unified Performance
CM360’s tightest connections are within the GMP 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), 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: DV360 can also serve as your gateway to premium video inventory, including YouTube and Netflix (via their DV360 integration). CM360 can then measure those campaigns right alongside the rest of your media for a holistic view across channels.
- Bonus Tip: DV360 can also serve as your gateway to premium video inventory, including YouTube and Netflix (via their DV360 integration). CM360 can then measure those campaigns right alongside the rest of your media for a holistic view across channels.
- Search Ads 360 (SA360) – Gain integrated search tracking and conversion data for more accurate bidding decisions.
- Google Analytics 4 (GA4) – Send conversion events into CM360 so DV360 and SA360 can optimize in real time while GA4 captures a complete picture of campaign impact.
Why it matters: Creates a unified marketing stack with a single source of truth across search, display, video, and analytics so you can respond faster to performance trends and understand cross-channel attribution.
2. Extending Your Programmatic Measurement
Another key integration area involves third-party DSPs and premium inventory providers in addition to DV360. 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 DV360 or another DSP, CM360 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. Streamlining Creative Management and Personalization
Compelling creative drives results and CM360’s integrations make it easier to manage and personalize at scale.
- Google Web Designer – Build interactive HTML5 creatives ready for trafficking in CM360.
- Studio – Deploy and manage dynamic creative across campaigns and channels.
- Adobe GenStudio – Export assets directly into CM360 for streamlined campaign launch.
- Typeface – Use AI to generate personalized, on-brand content quickly.
Why it matters: Keeps creative production agile, ensures consistent brand experiences and adapts messaging based on performance data.
4. Turning Data Into Insights With Analytics and Reporting
Connecting CM360 to analytics and BI tools turns campaign data into decisions.
- Google Analytics 4 (GA4) – View CM360 metrics in GA4’s Advertising workspace for cross-channel performance insights.
- Looker Studio – Build interactive dashboards that visualize CM360 data in real time.
- Tableau – Create advanced reporting to identify trends and optimize spend.
Why it matters: Provides the visibility to monitor results at the speed of your campaigns so you can adjust before opportunities are missed.
5. Linking Online Engagement to Offline Results
With CRM integrations, CM360 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. Safeguarding Your Brand With Verification Tools
Brand trust is critical. CM360 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.
Integration as a Competitive Advantage
In 2025, integration is more than a convenience — it’s a competitive advantage. By strategically connecting CM360 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
Ready to connect the dots in your marketing stack? Contact our team to explore which CM360 integrations can help you drive better results.
