What CM360 actually does
CM360 sits at the center of a Google-stack campaign as the system of record. It stores and serves your creative, counts every impression and click, and records conversions through Floodlight tags on your site. Whatever platform bought the media, CM360 provides one consistent, independent measurement of what happened — which is why agencies and advertisers use it as the source of truth for reporting.
Serving and measuring, not buying
The most common point of confusion is that CM360 is not a buying platform. It doesn't purchase media the way DV360 does. It's the ad server and measurement layer that sits underneath your buying, tracking delivery and outcomes. That distinction is also why it's priced differently — on volume served, not on media spent. See CM360 vs DV360 for how the two divide the work.
Floodlight and measurement
CM360's measurement runs on Floodlight, Google's conversion-tracking framework. Floodlight tags fire on your site to record actions and attribute them back to the impressions and clicks CM360 served, which is what lets DV360, SA360, and CM360 share one view of performance. More on that in what Floodlight is.
Where CM360 came from
CM360 is the current name for what was previously DoubleClick Campaign Manager (DCM). Google folded its DoubleClick advertiser products into the Google Marketing Platform brand, and Campaign Manager became Campaign Manager 360. If you see older references to DCM, they're describing the same platform.
What CM360 costs
Because it bills on impressions served rather than media spent, CM360 pricing works differently from the rest of the stack. The full breakdown, including placement-level costs and estimated CPM ranges, is on the CM360 pricing page — and you can model it against your volume in the comparison tool.
Common questions
Is CM360 the same as DV360?
No. CM360 serves and measures ads; DV360 buys programmatic media. They're complementary parts of the Google Marketing Platform, connected by Floodlight, and often bought together.
Is CM360 a DSP?
No. A DSP like DV360 buys media. CM360 is an ad server and measurement platform — it serves creative and tracks performance rather than purchasing inventory.
What was CM360 called before?
DoubleClick Campaign Manager (DCM). Google rebranded its DoubleClick advertiser tools under the Google Marketing Platform, and Campaign Manager became Campaign Manager 360.
How much does CM360 cost?
CM360 is priced per impression served, roughly three to nine cents CPM at typical volumes, with extra fees for rich media, video, and tracking. See the CM360 pricing page for the full structure.