Best practice: create social and search engine accounts in the same advertiser

To take full advantage of using Search Ads 360 to report on social advertising, create social engine accounts in the same Search Ads 360 advertisers you use for search advertising. The following table compares Search Ads 360 features depending on where you create social engine accounts:

Feature	Social and search in the same Search Ads 360 advertiser	Social and search in separate Search Ads 360 advertisers
Cross-channel deduplication	Conversions are deduplicated across social and other channels	Conversions are deduplicated if both advertisers share the same Floodlight configuration
Cross-environment conversions	Social clicks and conversions in cross-environment conversions, along with paid search clicks and conversions	If both advertisers share the same Floodlight configuration, social clicks and conversions in cross-environment conversions,along with paid search clicks and conversions Otherwise, cross-environment activity is limited to each advertiser
Data Driven Attribution	Search Ads 360 DDA models can include social and search data	Search Ads 360 DDA models only include a single channel (DDA models are created at the advertiser level)
Remarketing	You can set up search to social, social to search, social to display, and display to social remarketing	No search to social or social to search remarketing Social to display and vice-versa is possible
Reporting in Search Ads 360	Advertiser reports include both search and social data	Advertiser level reporting views only include a single channel
Reporting in Campaign Manager 360	Advertiser reports include both search and social data	Advertiser level reporting views only include search or social data (plus display data)
Currency	Advertiser reports show social and search cost and revenue in the same currency	Each advertiser can specify its own currency