July 15, 2024


The Intersection of Information and Insight

Google Analytics 4 rolls out new reports for linked 360 campaigns

2 min read

Google Analytics 4 is introducing three new reports that allow you to analyze data seamlessly from your integrated 360 ad platforms:

  • Campaign Manager 360 report: A pre-made ready report that demonstrates how well your CM360 campaigns drive traffic and conversions to your website or app.
  • Display & Video 360 report: A pre-made detailed report showcasing the effectiveness of your DV360 campaigns in driving traffic and conversions to your website or app.
  • Search Ads 360 report: A pre-made detail report that shows how effective your SA360 campaigns were at driving traffic and conversions to your website or app.

What is CM360? Campaign Manager 360 is an online tool for advertisers and agencies. It helps manage digital campaigns on websites and mobile platforms, offering features for ad serving, targeting, verification, and reporting.

What is DV360? Display & Video 360 is a tool that helps marketers run digital advertising campaigns by facilitating the creation of ads, management of audience data, purchasing inventory, and optimizing campaigns effectively.

What is a SA360? Search Ads 360 is a search management platform designed to assist agencies and marketers in efficiently managing extensive search marketing campaigns globally, spanning across multiple search engines and media channels.

Why we care. Centralizing these reports in one convenient location not only saves time for marketers but also simplifies their tasks. This information is critical for understanding how campaigns influence website traffic and conversions, empowering marketers to make well-informed decisions about optimization for optimal campaign performance. Therefore, easy access to this data is important.

Getting started. Once you integrate your 360 ad platforms successfully, you can find the new GA4 reports by choosing the specific integration summary card in the Acquisition overview report. For instance, if you integrate with Display & Video 360, you’ll find “View Display & Video 360 campaigns,” leading to the new Display & Video 360 report:

If you unlink a buying platform from your property, you can still access the reelavnt report through the Acquisition overview report to continue analyzing historical data.

New traffic source dimensions. For the new acquisition reports, Google has introduced additional traffic source dimensions. These dimensions are accessible when you link to Campaign Manager 360, Display & Video 360, and/or Search Ads 360, and are applicable at the event, session, and user levels.

This update enables you to utilize cross-channel dimensions for comprehending cross-channel acquisition data, such as:

  • Source.
  • Session source.
  • First user source.

Additionally, you can leverage integration-specific dimensions like SA360 source, SA360 session source, and SA360 first user source to examine acquisition data for a specific buying platform to help you better understand where your traffic is coming from.

GA4 AdSense integration improvements. You can now directly link GA4 properties with AdSense accounts within Analytics. If you’re using GA4 subproperties or roll-up properties, you can establish links between those properties and AdSense accounts, separate from the source properties.

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Deep dive. Read Google’s Search Ads 360 integration guide for more information on the process and benefits of linking your GA4 property to your Search Ads 360 advertiser.

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