Introduction To Google Marketing Platform

Google has unified Google Analytics 360 Suite and DoubleClick advertiser products (DoubleClick Bid Manager, DoubleClick Search, DoubleClick Campaign Manager, DoubleClick Studio) under a single brand called ‘Google Marketing Platform‘.

So ‘Google Marketing Platform’ is an integration of Google Analytics 360 Suite and DoubleClick advertiser products.

The goal of ‘Google Marketing Platform’ is to provide a single platform to marketers where they can integrate analytics and advertising data.

Following is a short video on ‘Google Marketing Platform’:


Google Marketing Platform provides set of tools that are designed specifically for marketers who operate at the enterprise level and who want to integrate analytics and advertising data.

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The Google Marketing Platform comprises of:

#1 Google Analytics 360 (paid version of Google Analytics. It comes with enhanced features).

#2 Google Attribution (provides advanced attribution modelling capabilities like: ‘data driven attribution model‘, ‘advance analysis‘)

#3 Google Tag Manager 360 (paid version of Google Tag Manager)

#4 Google Optimize 360 (paid version of Google Optimize used to run tests on websites).

#5 Google Surveys 360 (paid version of Google surveys used to create online surveys).

#6 Display & Video 360 (it is the consolidation of ‘DoubleClick Bid Manager’, ‘Campaign Manager’, ‘Studio’, and ‘Audience Center’. This tool is used for: planning campaigns, designing and managing creative, organizing and applying audience data, finding and buying inventory, and measuring and optimizing campaigns.)

#7 Search Ads 360 (tool used to manage search marketing campaigns on large scale and/or across multiple search engines and media channels).

#8 Data Studio (dashboarding and data visualization tool).

Google Analytics 360 (or GA premium) is the paid version of Google Analytics which is meant for big companies which can afford to spend tens of thousands of dollars on an analytics tool(s).

In the context of GA premium, the free version of Google Analytics is called ‘Standard Google Analytics’.

Related Article: Cost Of Google Marketing Platform And Is It Worth It?

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