To link an Analytics 360 (Universal Analytics) property to Display & Video 360, you must create the link from the Analytics 360 account. Learn more about linking Analytics 360 and Display & Video 360. The process described below only applies for Google Analytics.
Linking Google Analytics to Display & Video 360 allows you to use Google Analytics audience lists for targeting or combine them with other audiences to create unique list types. You can also auto-bid on Google Analytics goals or conversions through custom bidding.
Customers who link their Google Ads or Google Marketing Platform accounts to a Google Analytics property are correlated with a 23% increase in conversions and a 10% reduction in cost per conversion.
Linking options
You can link Google Analytics to your Display & Video 360 in the following ways:
- Linking Google Analytics to your Display & Video 360 account.
- Linking Google Analytics to a Floodlight configuration.
- If you use a Campaign Manager 360 account, you can set up linking in Campaign Manager 360.
- If you don't use a Campaign Manager 360 account, you can set up linking in Display & Video 360.
Available Google Analytics features
The following table lists the different Google Analytics features available to Display & Video 360 when you link directly or using a Floodlight configuration. We recommend that you use both methods of linking to get access to more features.
| Google Analytics feature | Linking Google Analytics to a Display & Video 360 account | Linking Google Analytics to a Floodlight configuration |
|---|---|---|
| Google Analytics conversions | Access to Google Analytics conversions attributed to Display & Video 360 | Read-only access to Google Analytics conversion Floodlight activities |
| Attribution models | Access to a limited number of models | Access to all models |
| Audiences | Access to all audiences | No access to audiences |
Difference in custom bidding activation
| Activation method | Bidding | Attribution | Audience | Reporting | ||||
| Google Analytics goals available for automated bidding | Google Analytics goals available for custom bidding | Floodlight attribution (click-through and view-through conversions) | Google Analytics attribution (click-through conversions) | Google Analytics audience export to Display & Video 360 | Google Analytics goals in Campaign Manager 360 Reporting (click-through and view-through conversions) | Display & Video 360 channel reporting in Google Analytics (click-through conversions) | Campaign Manager 360 channel reporting in Google Analytics (click-through conversions) | |
| Google Analytics and Display & Video 360 direct linking | NO | YES (Rule Builder and scripts) | NO | YES | YES | NO | YES | NO |
| Google Analytics and Floodlight integration (with Campaign Manager 360) | YES | YES (Scripts only) | YES | YES | NO | YES | YES | YES |