GMP’s Superpower: Seamless Integrations for Scalable Impact

Staying ahead in digital marketing means using tools and technologies that can keep up with shifting consumer behaviors and an increasing demand for efficiency and precision.   

One especially powerful tool for today’s dynamic landscape is an integrated marketing product stack. Sixty-eight percent of advertisers say using an integrated marketing product stack drives better results for their business.¹

Fortunately, integration sits at the very heart of Google Marketing Platform (GMP). As a unified advertising and analytics ecosystem, GMP unlocks new possibilities through new and emerging product integrations. 

In this post, we’ll dive into the power of GMP’s integrations as well as specific (and highly impactful!) GMP integrations that marketers should prioritize this year to deliver superior performance and value. 

Why integration is a must-have for marketers 

From saving operational time to achieving better results, GMP’s integrations are the key to unlocking its full potential, enabling unified data, reach, and measurement — all must-haves for modern marketers.  

Unified data  

GMP is designed to break down data silos, bringing together the best of your first-party data (1PD), Google’s vast data resources, and third-party (3P) insights — all in one place. This creates a robust foundation for audience targeting. With seamless integrations, GMP supercharges your audiences by combining your 1PD with Google’s optimized targeting, multi-sourced commerce data, and more. 

Unified reach  

GMP’s integrations help to ensure that you can reach your audience wherever they are, on a global scale. Whether it’s search, display, video, mobile or apps, GMP unifies your reach across all formats, helping you meet customers at every stage of their decision-making process.  

Unified measurement  

Measurement is the backbone of performance, and GMP delivers it comprehensively. Integrations between Search Ads 360 (SA360) and Display & Video 360 (DV360) let you measure channeled media with precision, while Campaign Manager 360 (CM360) and Google Analytics 360 (GA360) widen your data pool to fuel better business decisions. This integrated approach gives you a holistic view of how your media drives outcomes.  

Run, don’t walk: Integrations to prioritize 

Unified data, reach, and measurement sound great, but how do you actually achieve these outcomes? Which integrations drive the biggest impact?  

But first, a quick note: this post will focus on integrations within GMP; however, it’s worth flagging that the platform offers many sophisticated and seamless integrations with third-party systems. For example, Spotify Ad Exchange is now available as a direct integration with DV360 while CM360 is expanding its partnerships to help advertisers navigate the evolving CTV landscape through new integrations with Adobe, Typeface, The Trade Desk, Google Ads, and Netflix. But, that’s a blog post for another day… 

CM360 + DV360 + SA360 

The interconnectedness of CM360, DV360, and SA360 creates huge competitive advantage by enabling you to optimize bids and audiences across channels from a single interface. This reduces media waste and boosts performance by holistically aligning strategies. 

For example, imagine you’re running a multi-channel campaign for a new product launch. With CM360, you can track and measure the performance of your ads across web, app, and video platforms, providing a unified view of impressions, clicks, and conversions. Meanwhile, DV360 allows you to programmatically purchase display, video, and audio inventory, targeting specific audience segments, based on real-time data. Then, SA360 ties it all together by optimizing your paid search campaigns on your connected search engines, syncing keyword bids with the audience insights, with performance data flowing from DV360 and CM360. 

In practice, this might result in an insight from CM360 that your video ads are driving high engagement but low conversions. Using DV360, you could then refine your audience targeting to focus on users who watched at least 75% of the video, and then push those insights to SA360 to bid more aggressively on search terms those users are likely to use.  

This seamless integration helps to ensure that your budget is spent efficiently, reducing overlap between channels and maximizing ROI by reaching the right people at the right time with a consistent message.   

Other ways to integrate these three products include:  

• Retargeting precision: CM360 identifies users who abandoned a cart after clicking a display ad. DV360 retargets them with a tailored video ad, while SA360 ups bids on related search terms like “complete purchase” to close the sale – all synced in real time. 

• Budget optimization: DV360 flags an underperforming audience segment in a display campaign. CM360 confirms low conversion rates and SA360 instantly shifts search ad spend to a higher performing keyword, cutting waste across channels. 

• Cross-channel frequency capping: CM360 tracks ad exposure across display and video. DV360 limits impressions to avoid oversaturation, while SA360 adjusts search bids for users who have already engaged, ensuring efficient reach without annoyance.

Google Analytics 360 (GA360) + CM360/DV360/SA360 

Things get even more exciting once you start integrating across GA360. Integrating GMP products with GA360 connects ad delivery to user behavior, offering deeper insights into how campaigns influence conversions. This widens your measurement scope, enabling smarter reinvestment decisions.  

For example, a retailer could use GA360 to track user behavior on their website, identifying high-value customers who abandon carts. By connecting this data to DV360, they can retarget those users with personalized display ads across the web, optimized in real time based on performance metrics from CM360. Meanwhile, SA360 could adjust search ad bids for similar audience segments, ensuring a cohesive strategy.  

This integration enables a unified view of the customer journey, seamless cross-channel attribution, and data-driven campaign optimization — ultimately boosting ROI. 

Other ways to integrate these four products include:  

• Optimizing video ad spend with GA360 & DV360: Maximize video ad efficiency by leveraging integrated data from GA360 and DV360. Track user behavior and engagement metrics in real time in GA360 and then automatically adjust targeting in DV360 based on post-click actions. This dynamic approach enables automatic optimization of placements and budgets, ensuring that underperforming segments are quickly identified, and resources are shifted to higher-performing audiences, improving ROI without manual intervention.  

• Enhancing search campaigns with GA360 & SA360: By analyzing post-click user behavior in GA360, businesses can uncover high-value audience segments and adjust SA360 bidding strategies accordingly. This capability allows for real-time adjustments to drive higher conversions and revenue, ensuring your search campaigns focus on the most profitable keywords and audiences. 

• Streamlining attribution with GA360 & CM360: Use GA360’s conversion pathway information and Data Driven attribution model to track the role of each channel in the customer journey and adjust strategies for each. This allows for smarter budget allocation and refined targeting, improving synergy across channels and optimizing campaign effectiveness. 

GMP + GCP 

Ample integration opportunities exist within the walls of GMP, but for even more transformational results you can integrate GMP products with Google Cloud Platform’s (GCP) solutions.  

GCP is a suite of cloud computing services that includes data storage, machine learning, and advanced AI capabilities. It includes solutions like VertexAI and BigQuery, and enables marketers to build custom solutions that connect with GMP for even greater impact.  

For example, a retailer could combine GMP data — such as user interactions tracked in GA360 and ad performance from CM360 — with BigQuery, where they store transactional and CRM data. By running this unified dataset through GCP’s Vertex AI, they could build a custom machine learning model to predict customer lifetime value (CLV). This model identifies high-potential customers, and the insights are pushed back into DV360 for targeted ad campaigns, optimizing spend by focusing on users most likely to drive long-term revenue — all in a seamless, automated workflow. 

Other ways to integrate GMP and GCP include:  

• Personalized ad creative selection with GMP and Vertex AI: Drive ad engagement by using data-driven insights to personalize creative strategies. Integrating GMP’s DV360 with BigQuery and Vertex AI enables the system to predict which ad creatives will resonate most with specific audience segments. This real-time adjustment helps to ensure that each user sees the most relevant ads, enhancing engagement and conversion rates across campaigns. 

• Churn prevention with GMP and BigQuery: By analyzing user engagement metrics in GA360 and combining them with subscription/support data, businesses can identify high-risk users and take targeted actions. BigQuery’s built-in machine learning can predict churn and enable the creation of a high-risk audience that can be pushed to CM360 for a targeted re-engagement campaign.  

• Real-time bidding optimization with GMP and Vertex AI: Maximize ROI through intelligent bidding strategies powered by real-time data integration. By syncing SA360 with BigQuery and incorporating external factors such as weather, trends, and competitor pricing, Vertex AI creates a dynamic bidding model that adjusts in real time. This helps to ensure that bids are optimized for high-intent users, capturing demand efficiently and driving superior returns on ad spend. 

Conclusion: Your path to greater media performance  

The Google Marketing Platform isn’t just a toolset—it’s a strategic advantage for long-term growth. Its integrations unlock efficiencies, insights, and scale, delivering on unified data, reach, and measurement. By prioritizing the connections outlined across DV360, CM360, GA360, GCP, and more, you can position your brand or agency to save time, reduce waste, and drive smarter outcomes.  

As the year unfolds, don’t just use GMP—master it. The future of marketing is integrated, and with GMP, you’re already ahead of the curve.  

^{1 Google/Advertiser Perceptions, Omnibus Report, US, 2023}