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For example, you won’t be able to do a user-level impression and click analysis within GA360. The primary drawback of the GA360 integration data is when you want to do deeper analysis or ad hoc aggregation with higher levels of granularity. See D&V 360 Insertion Orders and Line Items Paired with Behavioral Data Similarly, for Display & Video 360, when you want Insertion Order and Line Item aggregation with key performance and behavioral metrics, the reporting available in GA360 is powerful. You get the added benefit of seeing Campaign Manager data paired with GA360 behavioral data, such as on-site user interactions and key engagement metrics. If you want to report on Campaign Manager performance with performance metrics aggregated by standard CM dimensions, such as campaign, placement, and site, the in-interface reporting may be adequate to your needs. Easily Access CM and D&V 360 Data in Google Analytics 360 Acquisitions > Google Marketing Platform You can read more about the various Campaign Manager data available within GA360 here: Evaluating Doubleclick DCM Campaign Performance in GA 360. We have written about the direct integration capabilities between Campaign Manager and Display & Video 360 and Google Analytics 360 in past blog posts.

Depending on how you source this data, you can access different levels of data granularity and detail needed for different analysis and activation needs: In this post, we cover how you can extract and access reporting data from two Google Marketing Platform products: Campaign Manager and Display & Video 360.

All of these integration benefits aside, there are times when it is better to get down to the raw data to build your own queries and analysis using your ETL and data visualization tools. I can see the impression and click data from Campaign Manager (CM) and D&V 360 directly in my Google Analytics 360 reporting. For example, I can publish audiences directly from Google Analytics 360 (GA360) to Display & Video 360 (D&V 360) or Google Ads. As our data collection tools and marketing technology platforms become increasingly integrated, we have better options for reporting, analysis, targeting, and optimization directly within the platforms themselves.