Guide to Campaign Manager 360

Campaign Manager 360 - formerly known as DoubleClick Campaign Manager or Campaign Manager - is Google’s digital ad management platform. It has features for ad serving, audience creation and management, and advanced measurement and reporting.

While features can be used in isolation, when advertisers use the full Google Marketing Platform Stack (Display & Video 360 and Search Ads 360), Campaign Manager 360 also operates as the central hub for tracking, audiences and reporting. 

What is an ad server?

Campaign Manager 360’s core feature set is as an ad server.

An ad server is a tool that advertisers use to host, manage and serve their creatives. The technology is also used for measurement and independent verification of digital activity.

What are the benefits of an ad server?

  • The ability to centralise and measure all digital creatives and campaigns in a single platform
  • Real-time creative optimisation
  • Independent measurement of campaign delivery and performance

In addition to being an ad server, how can Campaign Manager 360 enable advertisers?

Centralise tracking and measurement:

Campaign Manager 360 utilises tracking pixels called Floodlights. This allows advertisers to track conversions and sales. This, in conjunction with bringing in campaign data from digital channels, allows advertisers to have a single view of performance.

Attribution Modelling:

Due to having all channels data and conversion tracking in a single platform, Campaign Manager 360 offers powerful attribution views as well as deduplicated conversions. 

The attribution modelling tool in Campaign Manager 360 enables advertisers to compare various attribution models such as last and first interaction, linear and time decay, as well as data-driven attribution, ensuring the correct value is assigned to the advertisers channels.

Measure channels outside the Google ecosystem:

Campaign Manager 360 provides advertisers with various tools to bring all digital activity (social, email, SMS etc.) into the platform. This is achieved through an integration or via click and impression trackers.

Centralise audiences:

The audience module in Campaign Manager 360 allows advertisers to create first-party audiences. These can be utilised in the media buying platforms (Display & Video 360 and Search Ads 360).

When Using Channels in Isolation

When Using Campaign Manager 360

How do I get access to Campaign Manager 360?

As Campaign Manager 360 is a ‘premium’ product, it is not as readily accessible as Google Ads. There are two ways you can get access to the platform:

Via Google directly:

If you are a large enough advertiser, you may be eligible to buy the technology directly from Google. However, to ensure the correct use of the technology, you will need to work with an implementation partner with experience using the platform.

Via a reseller:

In Europe, Google has partners like DQ&A, Jellyfish and Acceleration authorised to sell the technology. Note that when buying through a reseller, the contract is held by them. This can be transferred at a later stage if you become eligible to buy directly from Google.

How much does the technology cost?

Campaign Manager 360’s cost is based on ad serving rates. Advertisers will be charged on a CPM and/or CPC basis for ads that are served or tracked through the system. These rates will differ for advertisers and can be negotiated with Google based on ad serving volumes.

For example, if an advertiser were serving a standard banner through Campaign Manager 360 that delivers 1 000 000 impressions and they have an ad serving fee of $0.06 CPM, their Campaign Manager charge would be:

(1 000 000/1000) x $0.06 = $ 60

*As you pay per 1000 impressions

Learn more about the full GMP stack.

Browse our Google Marketing Platform products.