Connecting GAM , GA4 and DV 360 for an a holistic growth of Publishers Property and database.

How to Connect Google Ad Manager (GAM) with Google Analytics 4 (GA4) and Display & Video 360 (DV360) for Greater Benefits

In today’s digital marketing ecosystem, leveraging first-party data is key to optimizing advertising campaigns, improving audience targeting, and maximizing ROI. By integrating Google Ad Manager (GAM), Google Analytics 4 (GA4), and Display & Video 360 (DV360), businesses can create a powerful synergy that enhances their ability to analyze performance, personalize ads, and utilize first-party data effectively. This article provides a step-by-step guide on how to connect these platforms and explains how first-party data from GA4 can be used in GAM and DV360 to drive greater benefits.

Why Integrate GAM, GA4, and DV360?

Before diving into the setup process, let’s explore the benefits of connecting these tools:

1. Unified Data Insights: GA4 provides detailed behavioral data about your website or app users. Linking it with GAM and DV360 allows you to combine this data with ad performance metrics, giving you a holistic view of the customer journey—from ad impressions to conversions.
2. Enhanced Audience Targeting: First-party data from GA4, such as user behavior and conversion events, can be exported as audiences to GAM and DV360 for precise remarketing and personalized ad delivery.
3. Improved Attribution: Connecting these platforms enables cross-channel attribution, helping you understand how your GAM and DV360 campaigns contribute to conversions tracked in GA4.
4. Cost Efficiency: By using GA4 audiences in DV360, you can suppress low-value users or focus budgets on high-value segments, optimizing ad spend.
5. Revenue Optimization: For publishers using GAM, integrating with GA4 provides insights into how ad placements impact user engagement and revenue, allowing for better monetization strategies.

Now, let’s walk through the process of connecting these tools and leveraging GA4’s first-party data.

Step-by-Step Guide to Connecting GAM with GA4 and DV360

Prerequisites

To successfully integrate these platforms, ensure you meet the following requirements:

• Access Levels: You need Admin access to GAM and DV360, and Editor or Admin access to GA4.
• Account Types: For GAM, you’ll need Google Ad Manager 360 (the integration isn’t available in the free version). GA4 and DV360 integrations work with both free and 360 versions, though advanced features may require premium tiers.
• Google Publisher Tags (GPT): For GAM integration with GA4, ads must primarily be served using GPT.
• Google Signals: Enable Google Signals in GA4 for audience sharing with GAM and DV360.

Step 1: Link Google Ad Manager (GAM) with GA4

Connecting GAM with GA4 allows you to import ad performance data (e.g., impressions, clicks, revenue) into GA4 and share GA4 audiences with GAM for targeting.

Instructions:

1. Access GA4 Admin Panel:
   • Log in to your Google Analytics account.
   • Navigate to the Admin section and select the GA4 property you want to link.
2. Set Up the GAM Link:
   • Under Product Links in the Property column, click Ad Manager Links.
   • Click Link to start the process.
3. Configure the Link:
   • Select your GAM network by entering the Network ID or choosing it from the list if you have Admin access.
   • If you don’t have access, send a link request to the GAM Admin by providing their email address.
   • Enable Personalized Advertising (recommended for audience sharing) and confirm settings.
4. Finalize the Connection:
   • Review your settings and click Submit.
   • Data will start flowing from GAM to GA4 within 24–48 hours. Historical data won’t be backfilled—only new data post-integration will appear.
5. Verify in GAM:
   • In GAM, go to Global Settings > Network Settings > Report Settings and ensure the GA4 integration toggle is enabled.

Result:

Once linked, GAM data like impressions, clicks, and revenue will appear in GA4 under Monetization > Publisher Ads reports. GA4 audiences will also be exported to GAM for targeting.

Step 2: Link GA4 with Display & Video 360 (DV360)

Connecting GA4 with DV360 enables you to export GA4 audiences and conversions for advanced targeting and bidding optimization in DV360.

Instructions:

1. Access GA4 Admin Panel:
   • Go to Admin in GA4 and select your property.
2. Set Up the DV360 Link:
   • Under Product Links, click Display & Video 360 Links.
   • Click Link in the link table.
3. Choose Advertisers:
   • If you have Admin access to DV360 advertisers, select Link to Display & Video 360 advertisers I manage, then choose the advertisers (up to 200 per property, 20 at a time).
   • If you don’t have Admin access, select Request access to other Display & Video 360 advertisers, enter the Advertiser ID and Admin email, and send the request.
4. Configure Settings:
   • Enable Personalized Advertising (on by default) to share GA4 data for ad personalization.
   • Enable Cost Data Reporting to import DV360 cost data into GA4.
   • Keep Auto-tagging enabled (default) to append the dclid parameter to URLs for tracking.
   • Click Next, review, and Submit.
5. Verify in DV360:
   • In DV360, ensure Enhanced Attribution is enabled under advertiser settings to fully utilize GA4 conversions.

Result:

GA4 will export audiences and conversions to DV360 within a few hours. DV360 campaign data (e.g., source, medium, campaign) will appear in GA4’s Acquisition reports with the source platform labeled as dv360.

Step 3: Ensure Proper Configuration Across Platforms

• Enable Google Signals in GA4: Go to Admin > Data Settings > Data Collection and activate Google Signals. This is critical for audience sharing with both GAM and DV360.
• Set Up Conversions in GA4: Define key events (e.g., purchases) in GA4 to export them as conversions to DV360 for bidding.
• Test Data Flow: After 24–48 hours, check GA4 reports (e.g., Acquisition > Traffic Acquisition or Monetization > Publisher Ads) to confirm GAM and DV360 data is appearing.

How First-Party Data from GA4 is Used in GAM and DV360

First-party data from GA4—such as user behavior, session data, and conversion events—becomes a powerful asset when shared with GAM and DV360. Here’s how it’s utilized:

In Google Ad Manager (GAM)

1. Audience Targeting:
   • GA4 exports audiences (e.g., “Cart Abandoners” or “Frequent Visitors”) to GAM under the First-Party tab.
   • Publishers can target these segments with specific line items, delivering relevant ads to high-value users.
   • Example: Show premium ad placements to users who frequently visit high-revenue pages.
2. Revenue Optimization:
   • GA4’s behavioral data (e.g., page views, time on site) combined with GAM’s revenue metrics helps identify which content or traffic sources generate the most ad revenue.
   • Publishers can adjust ad load or formats based on trends, such as reducing ads on pages with high bounce rates.
3. Performance Analysis:
   • Metrics like impressions, clicks, and revenue per session from GAM appear in GA4’s Explorations, allowing publishers to correlate ad performance with user engagement.

Limitations:

• Audiences with demographics or interests data aren’t exported.
• Data is approximate and best used for trends, not financial reconciliation.

In Display & Video 360 (DV360)

1. Advanced Audience Targeting:
   • GA4 audiences are exported to DV360 under All Audiences and can be used as-is or combined with other DV360 audiences via the Combined Audience tool.
   • Example: Target “Recent Purchasers” from GA4 with upsell campaigns or exclude “Low-Engagement Users” to optimize spend.
2. Remarketing:
   • GA4’s first-party data powers remarketing lists in DV360, re-engaging users based on their website/app interactions.
   • Example: Show video ads to users who viewed a product page but didn’t convert.
3. Custom Bidding:
   • GA4 conversions (e.g., purchases, sign-ups) are exported to DV360, enabling custom bidding scripts.
   • Marketers can optimize bids toward high-value conversions, such as assigning higher weights to purchases over page views.
4. Audience Analysis:
   • Use DV360’s Audience Profile tool to analyze GA4 audience composition and set frequency caps for ad exposure.

Limitations:

• Audiences with demographics or interests data are excluded.
• Conversions use a last-click attribution model by default.

Greater Benefits of Integration

1. Holistic Customer Journey Tracking:
   • See how users move from GAM-served ads to DV360 campaigns and finally convert in GA4, all within one ecosystem.
2. Data-Driven Decisions:
   • Use GA4’s first-party data to refine GAM inventory strategies and DV360 campaign targeting, reducing reliance on third-party cookies.
3. Personalization at Scale:
   • Deliver tailored ads via GAM and DV360 based on GA4 insights, improving user experience and conversion rates.
4. Cost and Revenue Efficiency:
   • Optimize DV360 budgets by targeting high-value GA4 audiences and maximize GAM revenue by aligning ad placements with user behavior.

Best Practices

• Regularly Update Audiences: Create and refresh GA4 audiences to reflect current user behavior for GAM and DV360 targeting.
• Monitor Data Discrepancies: Cross-check GAM and DV360 data in GA4 with native reports to account for timing or tagging differences.
• Leverage Explorations: Use GA4’s Explorations to analyze combined GAM and DV360 data for deeper insights.
• Test and Iterate: Experiment with audience segments and bidding strategies in DV360 to find the most effective combinations.

Conclusion

Connecting Google Ad Manager with Google Analytics 4 and Display & Video 360 unlocks a wealth of opportunities for publishers and advertisers alike. By integrating these platforms, you can harness GA4’s rich first-party data to enhance targeting, optimize ad performance, and gain a comprehensive understanding of your audience’s journey. Whether you’re a publisher aiming to boost revenue through GAM or an advertiser seeking precise targeting via DV360, this integration empowers you to make data-driven decisions that deliver greater benefits in an increasingly privacy-focused digital landscape.

Start linking your accounts today and explore the full potential of your first-party data!