Google marketing platform (DoubleClick) integration guide (CM, DV360, agency)

  • Advertisers
  • Developers


The purpose of this article is to explain how to integrate AppsFlyer with Google Marketing Platform.

Google Marketing Platform (DoubleClick) is made up of CM (Double Click Campaign Manager) and DV360 (DoubleClick Bid Manager).

What is CM?

CM stands for Campaign Manager. This is a Google 3rd-party ad server service. It enables mobile marketers to plan, execute and measure their display campaigns through DoubleClick. It is where advertisers and agencies make ad placements, create floodlight tags to push to Google Tag Manager (GTM), and complete trafficking tasks. Therefore, the use of attribution links with CM (DCM) is necessary.

What is DV360?

DV360 stands for Display and Video 360. This is a Google-owned demand-side-platform (DSP) providing trading desks, agencies, and advertisers with greater transparency and performance in global display media buying across ad exchanges.

How does it work?

Google Marketing Platform allows you to create something called Floodlights/Conversions. Floodlight is just another name for conversion. You create a floodlight for either install or post-install events (such as subscription or purchase) in order to integrate Google Marketing Platform and AppsFlyer for conversion measurement.

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