CM360 Social Measurement & DV360 Demand Gen Synergies

Name: CM360 Social Measurement & DV360 Demand Gen Synergies
Uploaded: 2026-01-09T13:57:57.000Z
Duration: 2 h 2 min 40 s

Introduction to GMP Academy Session 2026

Overview of the Session

Scott Marin introduces the first GMP Academy session of 2026, focusing on social campaign measurement in CM3 and demand generation activation in DB360.

The session includes house rules for participation, encouraging live questions via chat and feedback submission post-session.

Agenda Highlights

The agenda covers:

Measuring social campaigns in CM3.

Understanding demand generation.

Activating demand generation in DB360.

Measuring demand generation alongside other social media efforts.

Measurement Capabilities of CM3

Key Features of CM3 Measurement

CM3 provides ad serving and media performance insights across various digital channels including search, audio creatives, programmatic campaigns, and social platforms.

Users can access reach insights and conversion metrics to optimize media plans based on performance data.

Conversion Insight Functionality

A powerful feature is the conversion insight functionality; a previous training session from April 2025 is recommended for deeper understanding.

Social Measurement Across Platforms

Supported Social Platforms

CM3 supports measurement across major platforms: Meta X, Snapchat, Pinterest, Reddit, TikTok, and LinkedIn with various metrics like impressions and clicks.

Specific Metrics Offered

For X, Snapchat, Reddit, and LinkedIn: view-through conversions and click-through conversions are available.

Pinterest lacks view-through conversion attribution while TikTok will soon improve its measurement capabilities.

Upcoming Enhancements for TikTok Measurement

New Integration Announcement

An alpha launch with TikTok aims to enhance measurement capabilities including impressions and conversions within CM3.

Expected Benefits for Customers

Anticipated improvements include reduced discrepancies in impression counts between TikTok's reporting and CM3's measurements. Enhanced view-through conversion tracking is also expected.

Measuring TikTok Campaigns with CM3

Importance of Measurement

Measuring TikTok campaigns using CM3 allows for cross-media duplicated reach and attribution, enhancing overall campaign effectiveness.

The ability to measure TikTok alongside other media buys helps identify both campaign and media effectiveness.

Upcoming Features

An alpha version of the measurement feature is approaching, with a global launch expected later this year.

Excitement is expressed about delivering improved measurement capabilities for customers who seek better insights.

Activating Measurement on Social Platforms

Initial Steps in Ad Operations

The process begins by creating a campaign in CM3, followed by setting up placements, tracking ads, and tracking creatives.

Tag downloading can be done through a standardized UI process or via API for more sophisticated users.

Implementation Guidance

Some platforms require specific changes to the CM3 tag; guidance is provided for these variations.

TikTok Specific Changes

For TikTok implementation, replace the default timestamp value in tags with two underscores to minimize discrepancies in impression counting.

Other Platforms' Requirements

No tag changes are needed for X; simply use the raw tracking URL as per their guidelines.

Implementation Insights for SNAP and Reddit

SNAP Implementation

While no explicit tag changes are required by SNAP, correct placement of impression and click trackers is crucial to avoid issues.

Reddit's Recommendations

Reddit does not require direct changes but recommends using track click versions of tags along with a pattern match macro to persist click IDs in landing pages.

Benefits of Click ID Persistence

Including Reddit's click ID improves measurement accuracy by linking individual clicks to conversion events on landing pages.

Future Enhancements

A roadmap update will simplify the process of leveraging click ID persistence from buying platforms later this year.

CM3 Tag Implementation and Demand Generation Campaigns Overview

LinkedIn CM3 Tag Recommendations

The macro for match tracking will be simplified later this year, enhancing user experience.

It is recommended to use the track impression script for measuring impressions and the track click script in the tag for accurate measurement on LinkedIn campaigns.

Users should replace regular brackets with curly brackets in the CM3 tag to ensure proper tracking functionality.

If challenges arise during CM3 implementation, contacting platform representatives is advised as each platform has unique UI requirements.

Each platform provides detailed guidance in their help centers, which can be beneficial for users seeking more information.

Introduction to Demand Generation Campaigns

Jenny introduces demand generation campaigns, emphasizing consumer openness to discovering new products and brands.

More than half of consumers browse online unexpectedly discovering new products; advertisers must engage them at these moments of discovery.

YouTube is highlighted as a key platform where users are twice as likely to discover new products compared to traditional social media channels.

Effectiveness of YouTube in Driving Conversions

Online users are 67% more likely to purchase a product after seeing an ad on YouTube, making it a powerful tool for driving conversions.

Understanding Demand Genen

Demand genen is described as a Google solution that creates and converts demand even when consumers aren't actively searching for specific products or services.

Advertisers can set KPIs and budgets, allowing demand genen to optimize based on desired outcomes such as sales or leads.

Key Features of Demand Genen

Demand genen supports various customer needs by converting intent through actions like purchases and engagements on websites (e.g., add-to-carts).

Channels Utilized by Demand Genen

The effectiveness of demand genen lies in its ability to run across multiple channels including YouTube shorts, instream ads, Gmail, and Google Display Network.

Recent updates allow advertisers greater control over channel selection within their campaigns while leveraging AI capabilities.

Performance Drivers of Demand Genen

The strategy focuses on unlocking new demand by utilizing engaging surfaces across Google's platforms where users spend significant time.

Demand Generation Strategies and Tools

Key Pillars of Demand Generation

The first pillar focuses on creating deeper connections at scale, emphasizing the importance of personalized creatives and audience targeting segments to enhance business effectiveness through AI.

The second pillar is about turning discovery into sales, highlighting the need for measurable impact and effective customer journey management down the sales funnel.

Investment in various bidding solutions and omni-channel strategies is crucial for driving customers effectively through the sales process.

Availability of Demand Generation Tools

Demand generation tools are integrated across multiple platforms including SA360, Google Ads, and DV3, ensuring accessibility where it best suits advertisers' needs.

In SA360, demand generation campaigns can optimize towards Floodlight while enhancing PMAX and search campaigns alongside YouTube integration.

Google Ads allows running demand generation campaigns across all campaign types without necessarily needing Floodlight optimization.

Focus on Floodlight Optimization

DV3 provides a unified view for optimizing Floodlights across various media types like YouTube, CTV, display, and audio tactics.

A discussion on flood optimization in DV3 highlights differences between running demand generation campaigns in Google Ads versus DV3 based on attribution frameworks available.

Attribution Framework Insights

Utilizing Google Marketing Platform's Floodlights enables optimized conversion attribution across paid media tracked by floodlight tags.

YouTube-enabled Floodlights allow measurement of conversion activities with a non-deduplicated view similar to Google Ads metrics.

Benefits of Using DV3 for Demand Generation

Running demand generation in DV3 enhances performance efficiency through unified platform capabilities that improve bidding strategies using Floodlight as an attribution source.

Advertisers can manage ad overexposure while maximizing reach by implementing frequency caps within their campaigns similar to other video advertising efforts.

Features like automated click tracking in Campaign Manager 360 boost productivity with centralized management options set to improve further by 2026.

Importance of Floodlight Tags

One set of floodlight tags supports deduplicated optimization across all GMD platforms including Campaign Manager 360, DB3, and SA360.

Enabling floodlight settings at the advertiser level ensures accurate measurement when optimizing demand generation efforts within these platforms.

Flood Light Bidding and Demand Generation Insights

Overview of Flood Light Bidding Expansion

The discussion focuses on the expansion of flood light bidding for dimension and DV3, particularly its general availability for demand generation.

Demand generation was launched in DB360 in October 2024, with advertisers now able to select their preferred flood light model, ensuring alignment between bidding and reporting across YouTube and non-YouTube investments.

A beta for view-through conversion attribution was launched in September, allowing demand campaigns to optimize similarly to other cross-channel activities.

Benefits of View Through Conversion (VTC) Bidding

Enabling VTC bidding signals allows advertisers to maximize early performance insights from their flood light configuration, especially beneficial for tightly flighted campaigns.

Consistency across channels is emphasized, ensuring that bidding and measurement are intertwined for a holistic understanding of each impression's value.

The feature supports efficient optimization at scale by leveraging insights across demand generation tactics.

Implementing VTC Bidding Signals

Advertisers can easily enable VTC bidding signals by selecting the appropriate demand gen line item in the platform and choosing an attribution model that includes view-through conversions.

Currently, the engage view model does not include VTC; however, future updates will support this inclusion.

Functionality of VTC Flood Light Optimized Bidding

If an ad event meets conversion criteria based on flood light rules (including look-back windows), it powers bidding; otherwise, it does not contribute to bidding decisions.

Reporting Metrics for Demand Generation

Two available attribution frameworks provide different conversion metrics: standard reports offer primary performance metrics segmented by ad event type while also being biddable.

For those opted into flood optimization, additional metrics like Google pay channels give a unique view of conversion performance attributable to demand generation or YouTube line items.

Total conversion metrics include clickthrough and view-through conversions but are not biddable; variations may occur based on selected attribution models.

Types of Conversions Available

Different types of conversions include clickthroughs, engage views, and new capabilities at the line item level allow bids toward view conversions alongside existing options.

Future Developments in Conversion Optimization

Current beta testing is limited to YouTube surfaces; however, there are plans to expand support for discover platforms like Gmail and Google Display Network soon.

Measuring Demand Generation Across Platforms

Integration Between SA360 and CM360

Discussion shifts towards measuring demand generation across various buying platforms with emphasis on integration between SA360 and CM360.

The tight native integration allows automatic measurement of SA3 campaigns within CM3 through product linking.

Integration of Demand Generation in SA3

Automatic Measurement of Campaigns

The measurement of demand generation campaigns in SA3 is automatic, requiring no additional action from users.

Customers can measure these campaigns in CM3 without incurring any fees, enhancing the value proposition for the SA360 and CM3 integration.

Google Ads Integration with CM3

A new integration between Google Ads and CM3 was launched to simplify tracking for Google Ads campaigns.

Users must link their Google Ads and CM3 accounts as a one-time setup before trafficking and setting up campaigns.

The process for trafficking campaigns remains consistent with previous methods, ensuring ease of use.

Real-Time Tracking Application

In the CM3 UI, users can select ad groups to apply trackers directly, allowing real-time adjustments without service requests.

Verification of tracking setups can be done within both the Google Ads UI and the CM3 UI.

Fees Associated with Integrations

Measuring Google Ads through CM3 incurs fees based on customer contracts; similar fees apply when using floodlight for DB360 tracking.

Measuring Demand Generation Alongside Digital Media

Insights on Reach Measurement

Users can measure total reach and exclusive reach for demand generation alongside other paid media efforts in CM360.

Overlap insights help identify shared audiences across different inventory or campaign segments.

Utilizing Conversion Reports

The Patic conversion report provides insights into user paths to purchase based on ads viewed prior to conversion.

Upcoming updates will enhance usability, making it easier to analyze how various media components contribute to conversions.

Duplicated Attribution Capabilities

CM3 offers deduplicated attribution powered by floodlight, enabling comprehensive measurement across all media spend.

Recommendations for Effective Measurement

Leveraging CM3's Full Potential

It is recommended that customers utilize CM3's capabilities to measure all aspects of their media spending effectively.

Maximizing Value from GMP Products

Recommendations for Demand Generation Campaigns

Evaluate the opportunity to start buying demand generation campaigns if not already doing so, as it is a powerful method to create and convert demand for your business.

Leverage full bid optimization in DB3 using a unified media management platform for all display and video media to maximize value from various GMP products.

Addressing Impression Tracking Gaps

A question was raised about plans to achieve impression tracking parity with social platforms like Meta, which currently has restrictions affecting CM3's effectiveness.

Currently, CM3 does not offer measurement of view-through conversions on Meta inventory but does provide impression measurement for most campaigns, excluding custom audiences.

The aspiration is to close the gap on view-through conversions this year based on customer feedback regarding measurement needs.

View Through Conversions Reporting

If impression trackers are used for social campaigns, view-through conversions will be accounted for in path-to-conversion reporting where supported; however, this does not include Meta at present.

Demand Setup Comparison: DB3 vs. Google Ads

The main benefits and drawbacks of setting up demand in DB3 versus Google Ads depend on whether users prefer Floodlight or Google Ads conversion tracking for campaign optimization.

For those interested in duplicated optimization across paid media tracked by Floodlight configuration, running demand in either DB3 or SA3 is recommended; otherwise, Google Ads remains an option.

Click Tracker Implementation Guidance

A customer inquiry about using a one-by-one click tracker for measuring clickthrough conversions from CM3 highlighted the potential benefits of leveraging panic conversion reports for social campaigns.

It’s advised to use impression trackers alongside click trackers as they typically incur fewer fees and allow more customization and control over reporting metrics.

Measuring Impressions in Wall Gardens

To measure impressions within platforms like Meta that restrict impression tags, it's suggested to reach out directly to understand implementation within their UI while noting limitations related to custom audiences.

Sharing the Deck and CM3 Integration

Sharing Information

A question from Jordan regarding the sharing of the presentation deck was addressed, confirming that it will be available on the enterprise marketing portal as a follow-up to the session.

Introduction to CM3

Monica raised a query about using CM3 for traffic across all channels, highlighting its novelty for their team. It was suggested to contact Google sales representatives for support and guidance in this new process.

Customization in CM3

Viviana asked if a specific site address is needed for each social platform when using CM3. The response indicated that while customization is allowed, using different sites for each buying platform can simplify downstream reporting.

Smartly Integration with SA360

Catalina's question about running social media campaigns through Smartly and its integration with SA360 was discussed. It was clarified that campaigns managed via SA360 are automatically measured in CM3 without additional action required.

Trade-offs of Using Different Platforms

The discussion highlighted trade-offs between using Smartly versus direct trafficking in CM3:

Cost implications exist when choosing to traffic directly in CM3.

Automatic data flow from SA360 may limit control over campaign setup and naming conventions compared to manual setups in CM3.

Demand Generation Reporting Insights

Reporting Across Formats

Caroline's inquiry about pulling reports showing spend or impressions across formats within demand generation led to recommendations for standard reports as they provide effective day-to-day performance evaluation against non-YUT line items.

YouTube Conversion Metrics

For granular metrics specific to YouTube, utilizing YouTube conversion reports is advised. This allows performance analysis by ad format, such as skippable instream versus skippable infeed ads.

Viewer Optimization Availability

Catalina also asked whether viewer optimization is available only in DV3 or Google Ads. It was confirmed that it is available on both platforms, currently in beta specifically for demand generation on YouTube, with plans for general availability soon.

Expanding View Through Optimization

Importance of View Through Optimization

The discussion emphasizes the significance of view through optimization for social advertisers, particularly in measuring the full value of demand generation across various channels like Discover Feed and Gmail.

There is a strong investment focus on enhancing view through optimization to better serve advertisers' needs.

CM3 Questions and Updates

Trafficking Instructions Inquiry

A question was raised about whether macro updates will be included in the trafficking instructions section of downloaded tags; currently, they are not available.

The speaker acknowledges this as a valuable feature request that could improve clarity and guidance for customers.

Unique Reach Management Timeline

A query regarding the timeline for unique reach management availability for Meta on CM3 was addressed, with no specific timeline provided but an intention to close the gap in future updates.

Integration History and Future Plans

Google Ads Integration with CM3

Clarification was given about the initial integration of CM3 tracking with Google Ads, which started with YouTube campaigns.

The goal is to expand this integration to cover all inventory types within Google Ads, allowing comprehensive measurement capabilities via CM3.

YouTube Campaign Support

Status of YouTube Brand Campaigns

In response to concerns about phasing out regular YouTube campaigns, it was confirmed that Google continues to support various YouTube brand auction campaigns.

New launches such as partnership ads have been introduced to enhance creator engagement on the platform.

Attribution Insights

Floodlight Attribution vs. G4 Attribution

A question regarding floodlight attribution's capability to show site-side conversions led to recommendations for using both CM3 and G4 platforms effectively.

Linking both products allows G4 conversion events to flow into CM360 for streamlined reporting and attribution benefits.

Search Campaign Reporting in SA3

Path to Conversion Reporting Capabilities

An inquiry about separating search campaign types in path-to-conversion reporting revealed limitations in past reports but suggested tapping into paid search dimensions for more granular insights.

Users were encouraged to contact their Google sales partner if they encounter issues accessing these dimensions or need further assistance.