How Adobe and Google Marketing Platform Integrate to Power Media in 2024

To integrate Adobe Analytics with Search Ads 360 (SA360), follow these steps:

1. Data Sharing: Adobe Analytics can share some of the data it collects with SA360 through shared floodlight linkage.
2. SA360 Reports: Use SA360 reports to find which keywords, dynamic targets, and other biddable items lead to visits, events, and revenue recorded by Adobe Analytics.
3. Custom Conversion Column: Create a custom conversion column and select the Floodlight conversion action SA360 created for the Adobe Analytics metrics you added.
4. Bid Strategy: Use Adobe Analytics data in an SA360 bid strategy that maximizes conversions.
5. Automated Rules: Use the Adobe Analytics data to create custom formula columns and automated rules to automate your workflow.
6. Conditions Section: In the “Conditions” section, the “+ Attribute or metric” list includes all Floodlight conversion actions in your sub-manager account. Select an activity that SA360 created to contain data from an Adobe Analytics metric.

Requirements: Credentials in the Adobe Developer Console.

Integrating DV360 with Adobe Real-Time Customer Data Platform (RTCDP) offers several features and benefits:

1. Direct Integration: DV360 has a direct integration with Adobe RTCDP.
2. Targeting: You can target Display, Video (including YouTube), and Mobile inventory using cookies and device IDs for targeting from site data.
3. Matching: The matching is done outside of AEP but utilizes an Adobe Audience Manager (AAM) Universally Unique Identifier (UUID). Expect low match rates going from site IDs to cookies.
4. Customer Match Destination: Matches your data directly with Google users using hashed email and/or phone number (using SHA265 algorithm) as well as mobile device IDs. You can also send your own customer ID if it has been synchronized using gtag.
5. Audience Segmentation: Audiences can be segmented from AEP.
6. Best Use Case: Best used for “known customers” targeting across YouTube.
7. Google Customer Match: It’s possible to share Google Customer Match audiences with DV360 from Google Ads Accounts.

Note: Existing AAM customers should be familiar with how device-based destinations work, like this one.

The MiaProva GA4T Connector enhances Adobe and GMP integrations by enabling the following:

1. Adobe Target Data Utilization: Allows Adobe Target data to be utilized within GA4 for automated audience creation and real-time reporting.
2. Seamless Data Flow: Facilitates the flow of data between Adobe and GA4, making it easier to create and manage audiences.
3. Enhanced Reporting: Provides real-time reporting capabilities, ensuring that marketers have up-to-date insights for their media strategies.
4. Automation: Supports automated audience creation, which can save time and improve targeting accuracy.

By leveraging the MiaProva GA4T Connector, marketers can unlock new levels of success by combining the strengths of Adobe and the Google Marketing Platform.

Adobe Experience Platform (AEP) offers robust integration capabilities with other Adobe tools:

1. Centralized Data Hub: Connectors can bring any data into AEP, making it a centralized data hub.
2. Audience Segmentation: Use the data in AEP for audience segments in the Adobe Real-Time Customer Data Platform (CDP).
3. Customer Journey Analytics: Analyze the data in Adobe Customer Journey Analytics (CJA).

These integrations allow marketers to leverage a unified data platform for comprehensive audience segmentation and in-depth customer journey analysis.

Linking SA360 with Adobe Analytics for CM360 reports offers several benefits:

1. Data Availability: Adobe Analytics data becomes available in CM360 reports through SA360 linking.
2. Paid Search Dimensions and Metrics: Specifically, you can access “paid search dimensions and metrics” in your reports.
3. Enhanced Reporting: This integration allows for more detailed and insightful reporting, helping marketers understand the performance of their paid search campaigns better.

By leveraging this integration, marketers can gain a deeper understanding of their campaign performance and make more informed decisions.