Google Search Ads 360 vs Google Campaign Manager: Which Should I Use? - Invoca

Google recommends integrating with either Campaign Manager or Search Ads 360 (SA360), not both — here’s how to decide which fits your business.

Why not both?

Both solutions can share Floodlight activities, so sending data to both can create duplicate data and inflated action or transaction counts. See Google’s explanation for more detail.

Which should I choose?

Integrate with SA360 if your focus is solely on paid search.
Integrate with Campaign Manager if you’re tracking paid search alongside other channels, like display advertising — you can share the resulting Floodlight activities back with SA360.

	Google Search Ads 360	Google Campaign Manager
What it does	Buying and optimizing paid search ads	Serving ads, viewing reports, verifying ad spend
Media tracked	Paid search	Paid search, display, some video
Attribution type	Click-through	Click-through, view-through
What the integration does	Passes paid search attribution for Invoca calls to SA360	Passes attribution for paid search, display, and video campaigns to Campaign Manager

If you still want to integrate with both

You can avoid duplicate data by creating distinct Floodlight activities for each integration and being careful about how conversions are shared between the two. If you want to pursue this, contact Invoca Support — this level of custom setup benefits from guided scoping.

Where to go next

Last modified on September 24, 2026