Why do I need a unique Campaign Manager 360 advertiser?

There is always a one-to-one relationship between a Search Ads 360 advertiser and Campaign Manager 360 advertiser. This enables Search Ads 360 to use the respective Campaign Manager 360 advertiser's Floodlight tag configuration, which allows us to report on conversions. If two Search Ads 360 advertisers were mapped to the same Campaign Manager 360 advertiser, you wouldn't be able to report on unique conversion data for each Search Ads 360 advertiser.

Once you link a Search Ads 360 advertiser to a Campaign Manager 360 advertiser, create Search Ads 360 engine accounts, and traffic data out to the engines, you cannot completely break the link.

Share Floodlight Tag Configuration Among Multiple Search Ads 360 Advertisers

If you want multiple Search Ads 360 advertisers to have the same Floodlight tag configuration, they'll still need unique Campaign Manager 360 advertisers, but they can share the Floodlight tag configuration and activities of one of the Campaign Manager 360 advertisers. For example:

1. You have an existing Search Ads 360 advertiser (Search Ads 360 Adv 1) that is mapped to a unique Campaign Manager 360 Advertiser (Campaign Manager 360 Adv 1).
2. A new Search Ads 360 advertiser (Search Ads 360 Adv 2) was just created, and you want it to have the same Floodlight Tag Configuration as Campaign Manager 360 Adv 1.
3. A new Campaign Manager 360 advertiser (Campaign Manager 360 Adv 2) needs to be created and mapped to Search Ads 360 Adv 2. The new advertiser Campaign Manager 360 Adv 2 should share the Floodlight configuration of Campaign Manager 360 Adv 1.
   Search Ads 360 Adv 1 and Search Ads 360 Adv 2 are now mapped to different Campaign Manager 360 advertisers, but they share Campaign Manager 360 Adv 1's Floodlight configuration and Floodlight activities.

The Campaign Manager 360 advertiser that first had the shared Floodlight settings is the source advertiser (Campaign Manager 360 Adv 1 in the above example). If you remove the source advertiser, the Floodlight information on Search Ads 360 will be removed for all related advertisers. In the example above, if you remove Campaign Manager 360 Adv 1, the Floodlight information on Search Ads 360 Adv 1 and Search Ads 360 Adv 2 will be removed (including the settings for targeting offline conversions).