#77 All things SA360, DV360, CM360 and GA4 (with Alexis Nicolas @ brīt klik)

This week Dan and Dara are joined by Alexis Nicolas from brīt klik. They discuss the reasons why companies would want to move beyond just using Google Ads to use Google's Campaign Manager 360 (CM360), Search Ads 360 (SA360) and Display & Video 360 (DV360), and how Google Analytics 4 (GA4) fits into it all too.

Enrolment is now open for June's cohort of the GA4 Immersion 6-week cohort training with early bird pricing for 25% off!

Check out brīt klik on their website and Alexis over on LinkedIn.

Google announcing the (delayed) deprication of 3rd party cookies in 2024 can be read here.

The blog post from Avinash Kaushik on "The 10 / 90 Rule for Magnificent Web Analytics Success" can be read here.

The announcement from Google on BigQuery data clean rooms is here.

Acronym reference sheet:

• GMP = Google Marketing Platform
• GCP = Google Cloud Platform
• DV360 = Display & Video 360
• SA360 = Search Ads 360
• CM360 = Campaign Manager 360
• DMP = data management platform
• DSP = demand side platform
• ADH = Ads Data Hub
• PAIR = Publisher Advertiser Identity Reconciliation
• CPM = cost per mile (1,000 impressions)
• ETL = extract transform load
• API = application programming interface

In other news, Alexis gets out on the slopes!

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Intro music composed by Confidential - check out their lo-fi beats on Spotify.

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Quote of the episode from Alexis:

"...what GA4 has unlocked is the BigQuery exports, and all these tools (CM, DV, SA) do have data transfer service enabled, so you're able to pull that data daily without code into BigQuery and then try to match this data with other types of data."

Quote of the episode from Alexis:

"...and very often I hear advertisers having SA360 or DV360 and saying, I don't see the value. Well, it's because they don't have the GMP experts behind it, or they're not necessarily looking for answers in their data, they're just looking for incremental revenue. All these systems require hard work unfortunately..."

Quote of the episode from Dan:

"...we have a similar conversation with people around GA360, and it's like, well why would I spend this much money a year on software? I was like, wel, if you're asking that question, it's probably not worthwhile."

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