The neutral referee for your attribution fights.
Campaign Manager 360 is an independent ad server with Floodlight tracking. It deduplicates conversions across channels so paid social, search and display stop claiming the same demo.
Campaign Manager 360 in three lines
An ad server that is not selling you ads
Independent counting across every channel.
Because CM360 does not sell media, it can be a neutral source of truth for impressions, clicks and conversions across channels.
Floodlight tags
Conversion tracking that every platform shares.
Floodlight activities count conversions once, with last-touch and path data across the channels that feed it.
This is Floodlight bidding: bid strategies optimise to the deduplicated number, not each platform's inflated one.
The attribution mess CM360 was made to clean up
B2B SaaS buyers touch search, social, review sites and email before they book a demo. Each platform sees only its own slice and claims all of the credit.
Platforms grade their own homework
Meta, LinkedIn and Google each report conversions using their own windows and rules. They rarely agree and they are rarely independent.
View-through inflation
Impressions that were never meaningfully seen get credit. Without an independent counter you cannot size the gap.
Journeys span weeks
A 90 day cycle means cookie and window limits quietly drop the early touches from the story.
The CRM sees the revenue, the ad platform does not
Pipeline outcomes live in HubSpot or Salesforce. Unless they are imported, bidding never learns from them.
How much of your reported conversion count is double-counted?
When every channel claims the same buyer, your cost per acquisition looks better than it is. De-duplicate it.
Illustrative model on your own inputs. Defaults are placeholders, and anything marked assumption is yours to set. It is not a result we promise.
Campaign Manager 360 features and benefits
What Google highlights, translated into what it changes for a SaaS marketing team.
Floodlight activities
Counter and sales tags for demo, trial and signup.
Define conversion events once (demo booked, trial started, pricing page) and use them across every channel.
Cross-channel deduplication
One conversion, one credit.
When a person touches Meta, search and display, CM360 resolves one conversion to reportable attribution instead of three claims.
Floodlight bidding
Optimise bids to the deduplicated number.
SA360 and DV360 can bid against Floodlight conversions, so spend follows the channels that really contribute. This is the lever that fixes over-credited social.
Conversion path reports
See the sequence, not just the last click.
Path and assisted-conversion views show which channels open and which close, useful for sizing top-of-funnel social honestly.
Offline and CRM conversions
Import pipeline stages into the same view.
Bring in SQL and opportunity events so reporting reflects revenue stages and not just form submits.
Independent ad serving
Creative trafficking, rotation, and verification.
One place to traffic and rotate creative across display and video, with consistent counting no matter where it runs.
How we implement Campaign Manager 360
Define conversion events
Agree demo, trial, SQL and opportunity events and where each fires.
Tag with Floodlight
Floodlight base and activity tags through Tag Manager, tested before launch.
Wire up the channels
Meta, search and display traffic tagged and routed so every channel reports into one place.
Reconcile monthly
Compare platform-reported to Floodlight numbers and move budget on the gap.
One measurement stack, not five disconnected tools
CM360 is the referee. It needs tags to read from and bidding to act on what it finds.
Proof: Couples Resort, Meta at 50X on paper, 5 to 7X in the referee's view
Couples Resort is a luxury all-inclusive resort group we have run paid media for since 2023. Their buying journey is long, high-consideration and expensive to get wrong, which is the same shape as a B2B SaaS pipeline. The measurement stack behind it is the part that transfers.
Negative keywords, in tiers
Search waste was a structure problem, not a bidding problem.
We built a tiered negative keyword architecture (roughly 540 terms) and kept it alive with n-gram analysis of search terms, so budget stopped leaking into irrelevant intent.
Meta reported vs reality
Meta said roughly 50X. The cross-channel view said far less (5 to 7X is an estimate).
Meta self-reported about 50X. Deduplicated in Floodlight through Campaign Manager 360, the real contribution was nearer 5 to 7X (estimate). Still strong, but a very different budget decision.
Year-one ROAS
Blended return in the first year, measured against revenue.
About 30X blended ROAS in year one, then incremental growth every year since. The channel mix: Search Ads 360, Meta via Campaign Manager 360, YouTube and Bing.
- Meta traffic tracked through Campaign Manager 360 with Floodlight
- Platform-reported and deduplicated numbers compared side by side
- Budget decisions made on the deduplicated figure
- Search Ads 360 and YouTube measured in the same system
Results are from our work with a single client and are directional, not a promise. The 5 to 7X figure is an estimate. Client approval for naming, imagery and quotes is handled separately.
Questions B2B SaaS teams ask us
What is Floodlight?
Floodlight is Google's conversion tracking technology used across Campaign Manager 360, Search Ads 360 and Display & Video 360. It counts conversions once and shares them with each platform.
How does CM360 handle B2B SaaS attribution?
By deduplicating conversions across channels, supplying path data and feeding the deduplicated conversion to bidding. For long cycles, imported CRM stages extend the view past the form submit.
Can CM360 measure LinkedIn and Meta?
Traffic from those channels can be tagged and measured with Floodlight and click tracking. How much detail you get depends on the channel and how it is tagged.
Is Campaign Manager 360 overkill for a startup?
Often yes under about $1M ARR. It pays back when you run several channels and your platform numbers disagree.
Settle the attribution argument with data
Bring your platform dashboards and your CRM numbers. We will show you where they disagree and whether CM360 closes the gap.
