About Google Marketing Platform

The products in Google Marketing Platform work together so you can plan, buy, measure, and optimize digital media and customer experiences in one place.

Products and supporting functions

On the advertising buy side, you have:

  • Campaign Manager 360: run ad campaigns and measure their performance
  • Display & Video 360: manage display and video campaigns, bids, creatives, and audiences
  • Search Ads 360: manage search campaigns across Google Ads, Bing, Yahoo, Baidu, and more


On the analytics side, you have:

  • Analytics 360: understand how users engage with your business
  • Optimize 360: run experiments and personalize content
  • Surveys 360: pose questions to broad populations of online users
  • Tag Manager 360: manage web and app tags from a single interface
  • Data Studio: create data visualizations


Tying all the products together, you have:

  • Marketing Platform Home: the portal to your products and administration
  • Integration Center: manage the data-sharing integrations between products
  • Administration: manage individual products, the organizations for analytics products, along with users and permissions, and billing


You manage advertising products within the individual products:

Analysis products and users are collected together in organizations. An organization represents a company, and lets you manage a company’s analysis products, and the related billing, users, and permissions.

Learn more about management via an organization.

360 vs. standard

Marketing Platform products/product objects have one of two service levels:

  • 360: Designed for businesses that generate large amounts of data, require a more sophisticated set of analysis tools, and that also benefit from a professional-services agreement.
  • Standard: Designed for smaller businesses that generate less data, require a standard set of analysis tools, and do not need the support of a professional-services agreement.

Advertising products are all 360.

The analytics products/product objects can have either service level: for example, with Google Tag Manager, the service level is set for the product; with Google Analytics and Optimize, it's set for product objects (Analytics properties, Optimize containers). You determine the service level after you link a product to your organization, and you can have whatever mix best suits your business: for example, in a single Analytics account, you might prefer a 360 property to support your daily business operations, but need only a standard property to test configurations.

360 accounts and objects are identified with a "360" icon.

In addition, when an account is updated to include 360 objects, the product name is appended with 360. For example, Analytics becomes Analytics 360.

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