Google Marketing Platform Implementation Toolkit

Welcome to the Implemen
Part of the Google Marketing Platform Solut
The sheets within this document contain resources and templates to assist expert service Partners with the s
selected components of the Google Marketing Platform. Just as each implementation must be tailored to
these tabs and templates to meet the Marketer's needs.
Please make a copy of this document to customize for your project's needs.
Sheet Contents
Sample delivery project plan that reflects an average sized enterprise implemen
1 Project Roadmap
dedicated to each platform, showing timing for implementation phases and key
Answer the questions pertaining to the selected Google Marketing Platform too
2 Solution Requirements
& configured.
Based on the chosen products and components from the prior tabs, follow the c
3 Implementation Plan
configure the components.
Follow the assessment to ensure the organization is ready to launch the product
4 Launch Readiness Assessment
additional mitigation efforts need to be taken.
Use these resources throughout implementation and post launch to improve Ma
5 Resource Library
implementation and operation.
Related Links & Resources
Google Marketing Platform Solutions Guides

Prepare & Discover Toolkit
Site
Use the Solutions Guides site for complementary instructions Use the Prepare & Discover Toolkit before the
for end-to-end implementations, in addition to capability Implementation Toolkit to define project requirements that
activations, learning materials, and support content. will inform your implementation.
Implementation Toolkit!
rketing Platform Solutions Guides Website.
ervice Partners with the steps of finalizing technical requirements, implementing, and integrating
ntation must be tailored to the Marketer's unique goals and objectives, you should customize each of
e sized enterprise implementation & integration of Google Marketing Platform tools with team members
lementation phases and key activities.
ogle Marketing Platform tools as they are critical in determining how the Media & Analytics accounts are set up
m the prior tabs, follow the corresponding product sections for instructions on how to deploy the products and
ready to launch the product from an operations perspective. Completing this assessment will help determine what
post launch to improve Marketer knowledge of Google products and refer to for best practices regarding
Analytics Platforms Solution Design

Media Platforms Solution Design Workbook
Workbook
Use this Solution Design Workbook to document your Use this Solution Design Workbook to document your media
Google Analytics account hierarchies, user accesses, platforms account hierarchies, user accesses, floodlight
configurations, custom events, variables, tags, and more. configurations, and more.
PROJECT ROADMAP
Instructions
Below is a sample project plan for delivery that reflects an average sized enterprise implementation & integration of Googl
with team members dedicated to each platform, showing timing for implementation phases and key activities.
Step-by-step Instructions:
1. Review & customize the phases and tasks below, keeping in mind possible concurrent tracks of related work (In House O
tool auditing, etc)
2. Align timing based upon scope, overall project timeline, and resources dedicated to implementation
Tab Contents
Sample Project Roadmap with Recommended Phases and T
Phases and Tasks Month 1 Month 2

Prepare
Build Project Roadmap
Develop Project Charter
Establish Team Roster & Operations
Request documentation and access permissions
Conduct kickoff meeting
Conduct Initial Business Readiness Assessment
Develop Organizational Change Management Plan
Identify Operating Model and Team
Develop Training Plan
Discover
Perform Current State Assessment
Conduct Stakeholder Interviews
Develop Customized Tool Ecosystem Diagram
Design
Complete Design Activities
Gatherwithin the Analytics
Solution and Media
Requirements Input
Solution Designs
Review Deployment Checklist
Add Task Dates to Create Deployment Project Plan
Create Implementation Roadmap
Complete Implementation, Configuration,
Implementand&Integration
Integrate
Complete Quality Assurance
Activities Activities (Testing and Data
within Implementation Plan
Validation)
Update Solution Design Documentation
Launch Readiness
Review Launch Readiness Checklist
Execute Organizational Change Management Plan
Execute Operating Model and Team
Execute Training Plan
Conduct Launch Readiness Assessment prior to Launch
LAUNCH
plementation & integration of Google Marketing Platform tools (across Media & Analytics platforms)
ases and key activities.
nt tracks of related work (In House Operations work, Implementation of non-Google marketing tools,
implementation
p with Recommended Phases and Tasks
Month 3 Month 4 Month 5

The questions below (Column H) are critical in determining how Google Marketing Platform Media & Analytics accounts
SOLUTION REQUIREMENTS
configuration, naming taxonomy, user access, reporting & conversion tracking configuration, and account linking. Use the
Instructions
1. Answer the requirements questions below that are applicable to the implementation. Answer as many questions as possi
implementation.
2. Partners & Marketers should work together to fill out the Analytics & Media Solution Design workbooks (links provide
responses at the top of each sheet.
TabtheContents
3. Use Analytics & Media Solution Design workbooks as guides when working through the Implementation Plan, espe
documentation
Media Platform ofSolution
the implementation that can
Requirements be maintained over time as implementation changes are made.
Questions
4. Partners should add/ customize questions and topics based on the Marketer's specific business needs. Consider making a
Analytics
share with Solution Requirements Questions
the Marketer.
Supporting Material
Don’t Forget! Leverage the Media and/or Analytics Solution Design documents linked below to delve further into critical
valuable tips, key considerations, configuration documentation and helpful processes to guide successful implementations.
Media Platforms Solution Design Workbook
MEDIA PLATFORMS SOLUTION REQUIREMENTS QUESTIONS

REQUIREMENTS TOPICS & PLATFORMS
NETWORK SETUP
Campaign Display & Video
Search Ads 360
Manager 360
X X X
X X X
X X X
ADVERTISER SETUP
Search Ads 360
Manager 360
X X X
X X X
X X X
X X X
X X X
X
X X
X X X
X X X
X
X X X
X
X
X X
X X X
SEARCH ENGINE SETUP

Search Ads 360
Manager 360
X
X
X
USER ACCESS SETUP

Search Ads 360
Manager 360
General Background & Marketer Access
X
X X X
X X X
X X X
X
X X
X X
X
X X X
X X X
X X X
Technical Background & Current Setup (for existing technical stakeholders using Google Marketing Platform platf
X
X
Agency Access
X X X
X X X
X X X
X X
X
X
X X X
X X X
Other Third Party Access
X X X
X X X
X X X
DETAILED FLOODLIGHT CONFIGURATION

Search Ads 360
Manager 360
X X X
X X X
X X X
X X X
X X X
X X X
X X X
X X X
X X X
X X X
REPORTING
Search Ads 360
Manager 360
X X X
X X X
X
X
ANALYTICS PLATFORM SOLUTION REQUIREMENTS QUESTIONS

REQUIREMENTS TOPIC & PLATFORMS
USER ACCESS SETUP Ads

Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X X X X X
X X X X X
ACCOUNT STRUCTURE Ads

Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X X
X
X X
X
X
PROPERTY SETTINGS
Ads
Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X
VIEW SETTINGS Ads

Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X X X
FILTERS Ads
Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X
X
DATA LAYER TAGGING Ads

Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X X X
X X
X X
X X
X X
X X
GOOGLE TAG MANAGER TAGSAds

Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X
X
X
GOALS Ads
Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X X
X X
X X
X X X
X X
CONTENT GROUPS Ads

Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X X
CHANNELS Ads
Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X X X X
FUNNELS Ads
Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X X
X X
UTM PARAMETERS Ads

Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X X
X X
OPTIMIZE Ads
Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X
X
X X
X
X X
ADS DATA HUB ONBOARDING Ads

Analytics Tag Big
Optimize Data
360 Manager Query
Hub
X
X
X X
X
X
are critical in determining how Google Marketing Platform Media & Analytics accounts are set up & configured. This step informs crucial
MENTS
user access, reporting & conversion tracking configuration, and account linking.
Use the links below (Tab Contents) to quickly navigate to
ons below that are applicable to the implementation. Answer as many questions as possible, as these insights will deliver critical business c
ork together to fill out the Analytics & Media Solution Design workbooks (links provided below) corresponding to the implementation and
ution Design workbooks as guides when working through the Implementation Plan, especially for ‘Design’ phase steps. These workbooks w
ion that can
rements be maintained over time as implementation changes are made.
Questions
questions and topics based on the Marketer's specific business needs. Consider making a shared copy of this tab and/or the Analytics & Me
s Questions
a and/or Analytics Solution Design documents linked below to delve further into critical account structure & design processes to inform a p
configuration documentation and helpful processes to guide successful implementations.
orms Solution Design Workbook
UTION REQUIREMENTS QUESTIONS

Question
Question
At what level do you want Google Marketing Platform reporting to de-duplicate
conversions?
Can your customers pay in different currencies on the same website?
If so, does a single currency correspond to a single place of business?
Question
Who will be setting up campaigns? Agencies? Marketer Direct?

What reporting requirements do you have (by agency, by region, etc.)?
What countries are you buying media in? Do you need to be able to view data by
country?
What are your business units/brands?
Is your operations team centralized or regional?

Rank the following choices in order of importance to track Campaign Manager
performance (Countries, Channels, Brands/Business Units/Agencies)
Should your Advertisers share conversion tracking?
Are there differences in conversions across brands, regions, countries, channels?
Do you want to share audience lists across advertisers?
Should paid touch points of all your now listed Advertisers be considered as one
user journey?
Is there a different team administering the floodlight configurations per Brand and
Channel? Or multiple per Brand/Channel?
Do your local agency teams need access to Attribution reports?
Who owns the Campaign Manager license?
Will the advertisers in Search Ads 360 be linked to a Campaign Manager
advertiser under your own network?
Do you use similar audiences across your various brands/business units? For
example, will multiple brands want to target or exclude the same audience (cookie
list) in their campaigns?
Question
Which search engines do you use?
How many engine accounts do you have?
In what currencies are your engine accounts?
Will you link to Google Analytics and do you have more than one Google
Analytics profile?
Do you have URLs at keyword level across all accounts?
Do you target mobile in your campaigns?
Do you use different landing page URLs for desktop and for mobile?
Are you landing users directly in your website or do you have any redirects? (3rd
party tracking)
Are you using any tracking parameters in your URLs? Which ones? Are they static
or dynamic?
Are the parameters different depending on the engine account, campaign, ad

group, keyword, sitelink, or ad?
Question
er Access
permissions for Campaign Manager, or will that role sit at an outside service
If you use(This
partner? Google Marketing
persons(s) Platform
would platforms
determine today,
who has do to
access you feeland
what thatwould
people
within your organization are able to access tools and data they need within those
platforms?
Do you have any pain points today with access to Google Marketing Platform
platforms? If yes, please explain.
How often to you expect users within your organization to access Google
Marketing Platform platforms?
Broadly speaking, what types of people/roles require Campaign Manager logins

across your business? What levels of access are required across these roles?
Broadly speaking, what types of people/roles will require Display & Video 360
logins across your business? What levels of access are required across these roles?
Broadly speaking, what types of people/roles will require Search Ads 360 logins
across your of
What types business? What Google
roles require levels ofMarketing
access arePlatform
requiredCreative
across these roles?logins
Solutions
across your business? What level of access are required across these roles?
Are there any general or custom needs that you anticipate related to user access
within your organization?
Do you have interest in tracking how often users within your organization log into
Google Marketing Platform platforms?
Are there specific users or groups within the organization who should not have
access for any reason? Who and why?
nt Setup (for existing technical stakeholders using Google Marketing Platform platforms today)
Please outline roles & permissions used today for Campaign Manager.
Are these current roles & permissions effective? Which do you want to
keep/migrate?
Have you experienced challenges with creating any specific permissions within
Campaign
Who handlesManager
creatingin and
the maintaining
past? If so, please explain.
floodlight configurations today? Where
does that person sit?
What are the primary roles agencies will be playing? Broadly speaking, which
agencies will conduct which functions?
Is there a different agency per brand or region?
If someone at an agency will serve as administrator to manage all user permissions
for Campaign Manager, who is that agency and person?
Are there agencies which require access to Campaign Manager? Which Agencies?
What levels of access do they require?
Are there agencies which require access to Display & Video 360? Which
Agencies? What levels of access do they require?
Are there agencies which require access to Search Ads 360? Which Agencies?
What levels of access do they require?
Are there agencies which require access to Google Marketing Platform Creative
data different
Solutions? agencies
Which can see?What
Agencies? For example, is it necessary
levels of access do they to configure Google
require?
Marketing Platform so that Agency X cannot see data from Agency Y? (A
Where
common is scenario
it criticalisthat agenciesCampaign
restricting collaborate and have
Manager access
access to to the same
prevent data? of
exposure
Where is cross-account access critical?
Is there any specific marketer data within Google Marketing Platform that cannot
be shared with any agency(ies)?
Are there other third parties or partners who should have access to Google
Marketing Platform platforms? Broadly speaking, which parties will conduct
Are
whichthere any third parties who should specifically not have access to Google
functions?
Are there any
Marketing third party
Platform technologies that require permissions into Google
platforms?
Marketing Platform tools (e.g. reporting tools, APIs, third party data partners,
publisher partners)? If so, please explain.
CONFIGURATION
Question
Are there existing Floodlight Tags on pages today? Will all be remaining?
How many pages will require new Floodlight tags?

Are you implementing Floodlights in a mobile environment? If yes, please
elaborate
What custom variables are currently being passed? Will they remain?
Are there website variables/data that are currently not being passed as floodlight
variables that should be?
Which of the variables are currently being used for media optimization?
What conversion activities are you currently tracking? Should these continue to be
tracked?
Are there additional conversion activities that you should be tracking but are not
today? (e.g. you are
What audiences want to currently
you see these capturing/creating
in Google MarketingviaPlatform reporting)
your floodlight or other
site tagging today?
Are there certain types of audiences that you want to be able reach with digital
ads?
Question
What conversion metrics are important to view in the media campaign
management interface?
Do you need reports set-up to automatically email a distribution list?
Do you plan on using Direct Data Transfer?
What data do you need from data transfer for analysis?
OLUTION REQUIREMENTS QUESTIONS

Question
Question
Which users require Google Analytics, Google Tag Manager, Optimize, BigQuery
and/or
Are youAds Data Hub
working withaccess
one orand at agencies
more what permission
that willlevels?
need access to the Google
Analytics 360 Suite? What permission level will your partners need?
Question
Which sites and/or apps will you be deploying Google Analytics to?
Are you interested in roll-up reporting to aggregate data from multiple properties?
Which properties would you like to roll-up?
Are there specific reports viewed by different agencies/brands/regions?
Does your organization need to organize views by business unit, geography,
agency
Will operator,
your or other?
organization need to create specific views to help control cost data
sharing across regions or agencies?
Question
Does your organization typically follow certain session timeout thresholds or
campaign timeout thresholds?
Question
Do your sites have internal search functionality? If so, do your sites allow users to
refine their search using categories?
Question
What filters will you require based on your account>property>view structure?
Would you like to exclude internal traffic from your account or views?
Question
What metrics are important to view in the web analytics interface?
What are the user interactions (events) you'd like to capture on your site/app?
What are the key customer attributes you'd like to capture on your web/app
properties?
What set of custom dimensions are you using today? Do they differ between the
dimensions youreporting
What are your use in analysis?
requirements by business unit or region? Any Specific
Reporting
Will you be implementingtoenhanced
Requirements take note eCommerce?
of? Which eCommerce data types
and actions will you be measuring?
TAGS
Question
Do you have multiple environments (Dev, Staging, Prod, etc.) that you want to tag
independently of one another? What are they?
What are the user interactions (events) you'd like to capture on your site/app?
Which Tags (Google and 3rd Party) do you plan on implementing in Google Tag
Manager?
Question
What are your conversions and micro conversions?
Can you identify the destination URL path of your goal(s)?
Can you identify any events that trigger your goal(s)?

What are the various paths to conversion? Which steps in the customer journey do
Specify
you carevalues for your
most about conversion
(e.g., goals.leading
landing pages This will
up help you determine ROI as
to a conversion)?
well as enable Google Analytics to calculate valuable interactions across your site
for non-Ecommerce conversions.
Question
Are there specific sections of your site you'd like to group together for reporting
purposes?
Question
Are there specific segments/labels you would like to use for your advertising
channels (e.g., display, search, social, etc.) for reporting and attribution purposes?
Question
Are there specific events or audience segments to capture leading into a
conversion(s)?
Are there additional paths to conversion(s) outside of a standard eCommerce
purchase funnel?
Question
What level of granularity is required for tracking campaigns? Placements?
Do you currently use Google Analytics querying parameters (e.g. ?
Creative?
utm_source=...&utm_medium=...&utm_campaign=...) to categorize directed
traffic to your website?
Question
What issues would you like to solve?
What type of experiments/tests are you looking to run?
What metrics will you be optimizing against?
How many tests at a time would you like to run?
What segments would you like to test against?
DING
Question
What products will be leveraged for Ads Data Hub?
What are are the use cases for the data extraction?
How many tiers will this Ads Data Hub account have and how will they be
organized?
Who are the Ads Data Hub users and how will their permissions be controlled?
What data will be used to match with Google Data and how will it be imported?
Who owns the Google data, who has access to the source system?
Is there first party data that needs to be matched to the Google data? If so, are there
resources available to do the cookie matching?
Who will be the data consumers for the Ads Data Hub outputs?
unts are set up & configured. This step informs crucial components such as network
se the links below (Tab Contents) to quickly navigate to the information you need.
possible, as these insights will deliver critical business context for a proper technical
vided below) corresponding to the implementation and review the input questions and
especially for ‘Design’ phase steps. These workbooks will also become referenceable
ing a shared copy of this tab and/or the Analytics & Media Solution Design workbooks to
tical account structure & design processes to inform a proper implementation. They include
ions.
Analytics Platforms Solution Design Workbook
Context & Best Practice Considerations

Determines critical components of account structure & floodlight
configuration.
Customers sometimes have the capability to pay in multiple currencies, which
may require
Websites canseparate paywalls
have different and conversion
physical inputs among various
representations
regions/countries.
Advertisers that share regional reports or consolidate reports may require

additional account modifications
Different countries often have different laws, which will affect data governance
and management.
See account hierarchy in Media Solution Design Workbook
Used to set up account structure and hierarchy.

Used to set up account structure and hierarchy.
Determines advertiser conversion and data sharing settings.
Different conversion definitions will result in different metric tracking
parameters and KPI indicators.
Advertisers
Meaning if athat share a floodlight
conversion configuration
happens, should are able credit
the conversion to share
beaudience list.
potentially
distributed across all touch points of those Advertisers?
(Attribution/Deduplication) -- Global, country, department, agency etc.
This is important to understand for ensuring appropriate access for
AdOps/Trafficking teams.
In order to access in-product attribution reports, users must have access to all
Advertisers sharing
This is important to aunderstand
Floodlightbecause
Config.the license holder is the parent
advertiser.
Important info to dictate how intranetwork integrations should be set up
Used to set up data analytics and better understand floodlight configuration

Helps determine what links need to be made, if/where migrations need to be
made and where tracking needs to be used.
Important to ask early to determine account hierarchy
May need to switch to regional model if engine accounts use separate/multiple
currencies.
Linking to Google Analytics will create additional configuration settings for
Google Analytics
Use to set up responsive design and search
Use to determine 3rd party data implementation and tracking
Dynamic tracking can be set up in Search Ads 360.
This will determine universal naming conventions
Having a single owner helps control access and provides a single point of
contact
Generalfor access & helpful
background permissions.
to understand ideal setup for future
implementation
General background helpful to understand ideal setup for future
implementation
implementation

implementation
implementation
implementation
implementation
implementation

implementation

implementation
platforms today)
Helpful to determine what existing setup should be migrated vs. creating new
roles.
General background
Critical for understanding currencies & access globally
Identify who will permission new users
Many marketers use multiple agencies. Campaign Manager and other platforms
can be configured to ensure data is kept separately where needed.

Determines how many tags should be set up and tracked
Determines how many tags should be set up and tracked

Will require additional steps to set up mobile SDK
Will drive floodlight implementation schema
Will drive floodlight implementation schema. Google Marketing Platform
supports a large number of variables, ideal implementations should pass as
much data as possible.
Will drive floodlight implementation schema
May indicate gaps in tracking strategies - if no gaps are found, will dictate
floodlight names
May indicate gapsand activity groups
in tracking strategies - if no gaps are found, will dictate
floodlight names and activity groups
Audiences captured/created via data consolidation could drive strategy and
audiences in floodlight
Guides custom audiencenaming conventions
creation. Advertisers who want to use floodlight to
capture specific audiences should ensure all variables are being passed.

Metrics are important to know not only for reporting but also developing
unified tracking
Important to havetaxonomy
seedlists to cut down manual sends and eliminate human
error
Pipes Google Marketing Platform data into BigQuery
Important to know which data are considered "Profile" (ie Age, Gender, City)
and KPI ie (converted, dollars spent)

Will drive Google Analytics, Google Tag Manager, Optimize, BigQuery and/or
Ads
Can Data
set upHub set upand
partners strategy andwith
agencies userprotected
access view/access to limit
information leakage

You can create a separate account, or a separate property, for each website
you’re tracking
Consider setting up different views and filters to meet your report access
views. This allows you to apply different filters and goals to the same data. For
requirements
instance, one department in your organization may want to view data only for
property level,
one website and thus cost
subdirectory, dataa ispartner
while sharedmay
at the property
want to see level. However,
all purchases
specific views can be created to limit access to cost data across regions,
Timeout thresholds may be adjusted within property settings

https://support.google.com/analytics/answer/1012264?

filters to exclude traffic from particular IP addresses, include only data from
specific subdomains or directories, or convert dynamic page URLs to readable
Internal traffic exclusions are determined by IP addresses

Determines tagging strategy, analytics tracking, and insights generated from
queried data
Important for choosing events for data collection, user interactions on your
application
Determines user/customer profile dimensions to create
Determines user/customer profile dimensions to create
Used to drive Google Analytics event capture tagging
Determine enhanced eCommerce requirements

Will help define Google Analytics pageview tags to be implemented
Important for choosing events for data collection, user interactions on your
application
Will help define Google Marketing Platform and 3rd party tags to be
implemented

Certain conversion metrics can be deemed important/unimportant based on
analysis
Goals cansobe
this
setcould be constantly
up from evolving
to trigger when a user lands on a
destination/confirmation page
Using Google Analytics, this path could be dynamically changed based on

results collected
If you don’t have Ecommerce enabled, specify goal value so Google Analytics
can calculate Page Value.

Determines content grouping definitions
Drivers MCF and custom channel configuration definitions

Helps identify custom funnels to be created
Helps identify custom funnels to be created

Used to drive development of campaign tracking standards using UTM tags

Ads Data Hub currently has three main product integrations: Google Ads,
Campaign Manager
Without a clear and
list of theYoutube
uses forReserve
the data, query writing can become
unfocused and ultimately stall.
Permissions may vary for users pending the data set within the Ads Data Hub
Account. In addition, some users may have access to only BiqQuery and not
Ads Data Hub.
Cooking matching can be a complicated process that requires technical

resources.
Determining the data consumers is crucial for understanding what data needs
onboarded and what queries will be written
Answer
Answer
Answer
Answer
Answer
Answer
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IMPLEMENTATION PLAN
Instructions
Based on the chosen components, below is the Implementation Plan to stand up new Google platforms, and integrate exis
1. Review the overall list of steps to be implemented. Remove product sections which are not relevant for your implemen
practices.
2. Assign Action Owners in column H and Start and End Dates in columns J & K for all tasks. Assign overall implement
L.
3. Before starting a step, be sure to review the hyperlinked Google Support page and/or Solution Design Link with a Partn
configurations. Define your settings and parameters where applicable.
4. As steps are completed, mark completion in column B (if any items need to be unchecked after they are marked compl
5. Please use the Launch Readiness guide for tips to achieve operational excellence after implementation.
Tab Contents
Design Components
Campaign Manager
Optimize 360
Third Party Integrations
Supporting Material
For additional documentation on these steps, visit the Resource Library
For reference to the Solution Design, visit the Solution Design Documents
Complete Parent Article

Select when
Component Overview
Complete
Design Components
Account Mapping
Tagging Strategy
Google Analytics 360

Admin Configuration in Google Analytics UI
GA Internal/External Integration Development
Mobile Google Analytics Analytics Development
Product Linking
Google Tag Manager
Admin Configuration in Google Tag Manager UI
0 Required Core Setup Component
Deploy Code
Configure Tags, Triggers and Variables from Solution Design
Product Linking
Campaign Manager
Admin Configuration in Campaign Manager UI
Studio
Google Web Designer
Product Linking
0
FALSE Link Data Studio to Campaign Manager
FALSE
0
FALSE
FALSE
Google Analytics Integrated Reporting with Campaign Manager
FALSE
FALSE
FALSE
Display & Video 360

Admin Configuration in Display & Video 360 UI
0 Partner-level Required Core Setup Component
0 Advertiser-level Required Core Setup Component
0
FALSE Reporting Readiness
FALSE
0
FALSE Brand Safety Setup
FALSE
0 Default Targeting
0 Inventory & Targeting Readiness
Product Linking
Operational Readiness
Search Ads 360

Admin Configuration in Search Ads 360 UI
0 Link Bing Engine Accounts to Search Ads 360
0 Edit Bing Ads Sitelink Extension
0 Other Search Engine Integration ("Other Engine" Setup)
0
Business Data in Search Ads 360
FALSE
0
Setup Autobidding Strategies
FALSE
0 Offline conversion setup in Search Ads 360
0
FALSE
FALSE Reporting Readiness
FALSE
FALSE
0
Setup and Billing Readiness
FALSE
0
Google Ads store visits in Search Ads 360
FALSE
Product Linking
0
FALSE
Display Remarketing from Search
FALSE
FALSE
0
FALSE
Leverage Google Analytics 360 reporting in Search Ads 360
FALSE
FALSE
0
Apply Google Analytics attribution models for insights into
Search Ads 360 keyword buying
FALSE
0 1st party audiences from Google Analytics 360 into Search Ads
FALSE 360
0 Link Google Ads with Google Analytics
Optimize 360
Admin Configuration in Optimize 360 UI
Product Linking
Support Documentation
BigQuery
Admin Configuration in BiqQuery UI
0
FALSE
FALSE
Querying BiqQuery data
FALSE
FALSE
FALSE
0 BigQuery Data Transfer Service
Core Component Support Documentation
0 BiqQuery Jobs
0 Working with Datasets
0 Working wtih Table Schemas
0 Working with tables
0 Working with partitioned tables
0 Working with clustered tables
0 Working with views
0
API Reference
FALSE
0 Resource hierarchy and account structures
0 Overview: Standard SQL reference
0 Legacy SQL reference
0 Introduction to loading data into BigQuery
0 Tips for cost control
0 Introduction to BQ ML
0 BigQuery Community Discussion Forum
Google Analytics 360 Connection
0
FALSE
FALSE Link BigQuery with Google Analytics
FALSE
Link BigQuery with Google Analytics
FALSE
0 Estimate storage and query costs
0 Placeholder for solution guide from another partner
Campaign Manager Connection
Youtube Connection
Offline Data Connection
Data Studio Connection
Ads Data Hub - currently in beta and continuing to evolve

Admin Configuration in BiqQuery and Ads Data Hub UI
0 Onboarding
0 Onboarding
0 Onboarding
0 Onboarding
0 Onboarding
0 Onboarding
0 Onboarding
0
FALSE Querying Ads Data Hub Data
FALSE
0 Placeholder for solution guide from another partner
Support Documentation
0 Product Linking
0 Querying Support
0 Querying Support
0 Querying Support
0 Querying Support
0 Querying Support
0 Querying Support
0
API Documentation
FALSE
0 Third Party Vendor Integrations
\
3rd Party Integrations - These steps are generic as specific steps may vary by product and v
Tag Management System
CRM Onboarder
DMP
DataWarehouse
Adobe Analytics
Ad Verification
DSP
Ad Server
Third Party Data Partner
Plan to stand up new Google platforms, and integrate existing with these new Google platforms in order to achieve marketing objectives a
product sections which are not relevant for your implementation. Please note each product has a set of core components that should be depl
s in columns J & K for all tasks. Assign overall implementation project start and end dates in cells J19 & K19. This will create gantt chart r
ogle Support page and/or Solution Design Link with a Partner to discuss the approach. Some steps have an associated Solution Design tab to
licable.
y items need to be unchecked after they are marked complete, select the cell and press the Delete key)
perational excellence after implementation.
Google Analytics
Display & Video 360
BigQuery
e Library
Documents
Component Detail
All action items associated with a component
Create a Google Tag Manager Account and Container
Establish Google Tag Manager container and Analytics 360 property/view
relationships and linking
Configure access levels across Containers
Deploy Google Tag Manager Container Code Across Web Properties

Deploy Google Tag Manager DataLayer Variable and Event Code
Deploy Google Tag Manager Containers to Dev/Staging and Prod Environments
and link to appropriate GA Views
om Solution Design
Create data source in Data Studio

Select a network and advertiser(s) from profiles column
Configure sample visualizations
Set up the Campaign Manager integration
Link Campaign Manager with Google Analytics 360
Enable auto-tagging in Campaign Manager
Update privacy policy to include use of Campaign Manager data
Add Display Advertiser Support for Google Analytics 360
Select Google Analytics views for Campaign Manager integration
Enable Display & Video 360 Account and create new Display & Video 360
Partner
Apply billing profile
Partner Settings - Basic Details - Report Display & Video 360 cost to Campaign
Manager
Partner Settings - Basic Details - Include Display & Video 360 Data in
Campaign Manager Transfer Reports
Partner Settings - Basic Details - Enable Advertiser User Access to Inventory tab
Partner Settings - Basic Details - Create Billing Profile(s)
Partner Settings - Basic Details - Data Sharing Settings (Make my data available
to the enhanced automation pool to improve automation performance
Partner Settings - Basic Details - Terms & Conditions for accessing TrueView
Partner Settings - Basic Details - Optimized Fixed Bidding Settings
Partner Settings - Apply Partner Linking if client owns additional Display &
Video 360 networks
Partner Settings - Default Targeting options
Create new user access
Create an advertiser
Link Campaign Manager advertiser to Display & Video 360
Link YouTube channels to your advertiser
Create pixels in Display & Video 360 and deploy on your website or app
Set up Display & Video 360 alerts
Set up critical inventory monitoring via IAR reports
Set up automated reporting
Identify desired pre-set Data Studio dashboards, import/copy
Set up automated 1st party audience reporting on critical 1st party audiences
Set up Partner and/or Advertiser-level channels
Set verification rules (import from Campaign Manager)
Set up 3rd party verification
Set advertiser-level default targeting
Set up Custom Affinity lists
Enable Search Ads 360

Create New Search Ads 360 Agency + Advertisers
Create and Manage Your Search Ads 360 User Profiles
Create, place and Q/A floodlight tags [if applicable - see Campaign Manager
process]
Search Ads 360 Natural Tag Creation
Ensure keywords have landing pages at the keyword level.
Sync campaign settings & search engines
Schedule Automated Nightly Syncs for all Engine Accounts
Setup Saved Views for Reporting + Executive Reporting Dashboards
Setup Formula Columns + Labels
Remarketing List Setup - RLSA
Remarketing List Setup - Search on Display Remarketing
Business data setup for custom reporting needs
Set up recurring reports and web queries
Set up automated rules
Set up reporting with custom floodlight variables
Set up custom conversion columns
Launch Bid Strategies - Sync + 2-3 wks
Initial Setup & Billing
Link Google Ads Engine Account to Search Ads 360
Link Bing Engine Accounts to Search Ads 360
Edit Bing Ads Sitelink Extension
3rd Party Integration ("Other Engine" Setup)
Provide Search Ads 360 with descriptions on how to organize your business
Apply Business Data to Accounts, Campaigns and other items in your account
Setup Autobidding Strategies
Setup automated bidding rules
Setup Alerts with Search Ads 360 automated rules

Setup Custom conversion columns for reporting/bid optimization
Custom Conversion columns - Google Analytics Metrics
Custom Conversion columns - Offline Data
Custom Conversion columns - Non Last Click Attribution
Complete Billing Setup
Create Search Ads 360 Agency and confirm Campaign Manager Network ID
and currency
Set up store visits conversions in Google Ads
Add store visit column to reports
Set up display remarketing list

Target display ads to Search Ads 360 remarketing list
Set up Display Remarketing data reporting
Review Display remarketing list best practices
Link a Search Ads 360 advertiser with a Google Analytics property
Add Google Analytics columns to Search Ads 360 reports
Import Google Analytics 360 conversions into Search Ads 360
Create Search Ads 360 bid strategies targeting Google Analytics 360
conversions
Add Google Analytics activity columns to Search Ads 360 reports
Select attribution model for GA activity column
Create audience in Google Analytics 360 such as 'all existing customers'

Enable audience sharing in Search Ads 360
Link Google Ads with Google Analytics
Pricing Documentation
Estimate Billing and Usage Costs
Create a Google-APIs-Console project and enable BigQuery
Prepare your project for BigQuery Export & Enable Billing
Add permissions
Determine source formats (CSV, JSON, Avro, etc.)
Choose ingestion format and load data
Loading data from Cloud Storage
Query your data using interactive and batch queries
Querying partitioned tables
Writing query results
Using cached query results
Running parameterized queries
Saving and sharing queries
Running and managing Jobs

Dataset components
Schema components
BiqQuery table components
Partitioned table components
Clustered table components
View components
BigQuery API basics
API Client Library
Enabling Standard SQL
Alternatives to loading data
Getting Started with BigQuery ML for Data Analysts
Set up BigQuery export

Avoid export failures
BiqQuery export schema
BigQuery Cookbook
BiqQuery streaming export
Cloud Platform pricing calculator
Placeholder for solution guide from another partner
nd continuing to evolve
s Data Hub UI
Identify products for integrations
Define use cases
Determine data consumers
Identify users and permission levels
Identify platforms
Understand core business
Billing
BiqQuery setup instructions
Ads Data Hub Program Policies
Upload non-Google data in a separate BiqQuery project
Give Permissions to Ads Data Hub Service Account
Map event level data with uploaded (non-Google data) across the two BQ
projects
Build Query and test in Ads Data Hub Sandbox
Create and Edit Queries
Run Queries in Ads Data Hub
Placeholder for solution guide from another partner
Product Linking
Allowed SQL functions
Sample Queries
Querying Best Practices
Ads Data Hub table format - Advertisers
Ads Data Hub table format – Vendors
Joinable fields in Ads Data Hub
REST API
RPI API
Third Party Vendor Integrations
generic as specific steps may vary by product and vendor

new Google platforms in order to achieve marketing objectives as identified in selected use cases.
ote each product has a set of core components that should be deployed to satisfy implementation best
art and end dates in cells J19 & K19. This will create gantt chart representing task timing in column
he approach. Some steps have an associated Solution Design tab to organize your product settings and
ell and press the Delete key)
Google Tag Manager

Search Ads 360
Ads Data Hub
Implementation Considerations
Best practice implementation considerations for each step
-Most organizations have one account for all of their containers. Within that account, the
most commonAnalytics
-The Google practice is
360to property
use one container for each
that the Google website
Tag or mobile
Manager app.
data will populate is
determine in each tag by setting the property's Tracking (UA) ID.
container. They determine a users ability to update or create new tags, approve changes,
and ultimately publish to production.
-Tag Manager container should be deployed in the head above the page, below the data
layer. Having the
-Constructing the data
data layer
layer initialize before
can be a long andGoogle Tag Manager
cumbersome processhelps ensure
pending theaccurate
data capture
complexity of the website. All new data layer elements should be tested in development
-It's necessary to
environments to ensure
have Google Tagand
consistent Manager deployed
accurate across development environments
data population.
to deploy and test tags before pushed to production.
-Create your Campaign Manager data source through Data Studio's native Campaign
Manager connector. The Google account you are creating Data Studio reports with needs
to have the
-Select access to Campaign Manager in order to enable the connection.
-Before youappropriate network and advertisers
configure visualizations, verify thatthat
youryou want
metrics to
andreport on.
dimensions are
configured properly in the data source connection. You can also create any calculated
-This feature
metrics is only available
or dimensions that willwith
helpGoogle
bolster Analytics 360. Work with your Google
your reporting
Analytics 360 team to complete the setup
-Provide the list of Analytics Web Property IDs and corresponding Floodlight
-This feature is available
c=Configuration to users
IDs to your who have
Analytics enabled manager
360 account the Campaign Manager integration
and/or the Display & Video 360 reporting integration
including through Ads Settings, Ad Settings for mobile with Google
apps, or anyAnalytics 360.
other available
meanscan
-You (forenable
example, the NAI's
Analytics consumer
Advertising opt-out).
Features so that Analytics can collect information
about your users from the Google advertising cookies when they are present, along with
selector to selectAnalytics
the information which Analytics
normallyreporting
collects views should contain your Campaign
Manager data. You can enable or disable access to a view for each linked Campaign
setting up your account hierarchy, organization structure should be considered as various

Business Units
invoices for yourcan haveofdifferent
usage Displaycampaigns
& Video 360.and Each
measurements and should
billing profile is usedbeto sorted
group
together related partners and advertisers. Most billing should be determined
reports in Report Builder to view the cost of buying impressions through Display & at the
Video 360. Display
-Data Transfer v2.0 & Video 360
provides raw should
reportingbe data
the cost
that source of truth,
can deliver not Campaign
analytics beyond
standard reporting.
-When applicable, apply client-owned exchange seat IDs. Most users will not need need
-this
Organization
access. "Anystructure should
advertiser besettings
level considered
doesasnot
various
need toBusiness
be openUnits
to thecan haveteam.
entire
different campaigns and measurements and should be sorted accordingly. Geography
anonymously share their
should be considered historical
in addition to automation
organizationdata with the pool, and, in return, your
structure
advertisers
TrueView ads are skippable on YouTube and managed of
will benefit by leveraging the large amount at historical
the partnerautomation
level. Acceptdatathe
in
Terms and your
-Optimize Conditions for sharing
fixed CPM bids toand
get then select the
impressions at applicable advertisers
the best price. The price you pay
will never be higher than the bid you enter.
-Manage the links that exist between your Display & Video 360 account and other
services in thisTargeting
-Most Default section. options are managed at the Advertiser and Insertion Order level.
Be sure
-Set the enabled permission
the appropriate settings arelevel
necessary
to newfor the hierarchy
users. User roleslevel
and they are applied.
permissions are
defined in the support article
-Organization structure should be considered as various Business Units can have
-You
shouldcan be link any Campaign
considered Manager
in addition advertiserstructure
to organization to a new advertiser in Display & Video
-By linking
provided thata YouTube
you've been channel
given to a Displayto&add
permission Video
the 360 advertiser,
advertiser fromyou can useManage
Campaign an
expanded set of features for TrueView and bumper campaigns, as well
Video 360 creates the tag code that you’ll add to your site or app for each event. Ensure as gain insights
into your has
the pixel traditional linear
the proper TV campaigns
triggering in placewith
withinTVtheAdtag
Explorer.
manager, or is placed on the
-Display & Video 360 can notify you when certain
appropriate pages if set directly on the page (not recommended things are happening that require your
as this introduces
attention. Alerts are beneficial for the resources operating the media.
total number of available impressions by filtering based on various targeting and
-Leverage Displaysettings.
inventory-related & Video 360's automated reporting functionality to increase reporting
efficiency. Automated reports can be setup using the Display & Video 360 interface or
-There
throughare theseveral
API dashboards, alerts and automated reports that can be set up to
streamline
-Audience reporting ismonitoring
inventory essential toand other activities.
determine audience effectiveness and optimization
on sensitive
opportunities categories. Third party verification providers including: Integral Ad Science,
DoubleVerify and Adloox may be used in tandem.
Display & Video
-Once you've 360.aCurrently,
created channel, you bothcan
standard display
blacklist it fromand desktop
serving video
across inventory
your partnerare
or
supported by Verification. Mobile in-app inventory is not currently supported,
-Third party verification is preferred to avoid the inherent conflict of interest (nobody which
-To
shouldsavebetime, youto
allowed can set default
grade their owntargeting settings for an insertion order, and all new
homework)
line items created in the insertion order will automatically inherit these settings. Once a
or
linebyitem
the exists,
products itsand servicestargeting
individual they're interested in. UseasCustom
can be adjusted needed.Intent to define and
reach a specific audience as they are making a purchase decision related to your product
-Enable Search Ads 360 to manage search marketing campaigns across a variety of
-Organization
search platformsstructure should be considered as various Business Units can have
-Consider limiting resources/groups/agencies
should be considered in addition to organizationaccess to structure governance across the
structure
conversions.
platform A Floodlight tag is an iframe or image tag that you install on a conversion
page in the advertiser's site. When a customer lands on the conversion page, the tag sends
conversions driven
data about the by organicto(natural)
conversion Search searches,
Ads 360 paid
and search ads, and
Campaign clicks on
Manager. display
The advertising
conversion
that's managed
engagement andbymost
Campaign Manager.
return on It usesIfexisting
investment. Floodlight
conducting tags test,
an ad copy plusthe
an additional natural
tracking has to be
executed at the ad level and not the keyword level, otherwise there's no way to manage
settings in Search Ads 360 and the engine match. This is particularly important because the
been pauseddo
the engines and
thenot synced
actual for more
serving thanads.
of your 14 Regularly
days, you are required
syncing to manually
means that you'llsync
be the
paused account before you can schedule a sync of the account.
-A view is a collection of columns that display in a reporting table. Search Ads 360
provides a few default
formula column views
directly for each
in Search Adstab,
360.and
A you can create
formula column your own spreadsheet-like
applies custom views and
save them so you can easily return later.
functions to data from existing Search Ads 360 colum
remarketing lists in campaign or ad groups. Leverage Google Ads remarketing lists for targeting
and
clickbidyour
adjustments onlyand
search ads forsocial
search ads.
ads. In
Onceaddition, youcontain
the lists may leverage
enough audiences
users tovia Display
satisfy &
engine
-Instead of forcing
requirements, youyour
cansearch marketing
use the engines reports to fit &
or Display intoVideo
the traditional campaign your
360 to re-engage and ad group
structure, you can use your business data to create reports that match the
-Search Ads 360 web queries make it easy to download the latest Search Ads 360 organization you've set up
data
for your business
directly from a Microsoft Excel spreadsheet instead of manually downloading and
targets based on criteria you specify. Instead of changing settings, you can create a rule
importing
that simply a notifies
file intoyou
Excel.
when campaigns or other items
-If you use Floodlight activities to track conversions, youmatch criteria
can add youtospecify.
details You
your Search
schedule a time for the rule to run, set up the conditions, and specify the action
Ads 360 reports that are unique to your business needs, such as the genre of a movie that if the
-Before you can use
a user purchases, theazip
custom
code Floodlight
to which anvariable
item is as a metric
shipped, in a Floodlight
shipping costs, and column,
so on
you'll need to specify in Search Ads 360 that the variable's data type is
-Bid strategies should be deployed at a small scale and tested, then scale based on a metric.'
-Organization
findings. Continuestructure shouldas
to validate beyou
considered
scale. as various Business Units can have
different campaigns and measurements
search engines. Each engine account specifies and should
the IDbeorsorted accordingly.
number Geography
of the account that it's
should be considered
connecting to, a date onin addition to organization
which Search structure.
Ads 360 starts managing the account, and other
authorize Search
settings that Ads 360totothe
are specific access
type your Bing Note
of engine. Ads account. You may
only an agency be required
manager to re-
or advertiser
authorize Search Ads 360 if changes are made to the Microsoft Account that was used to
-If you edit a sitelink extension in Search Ads 360, or sync edits from Bing Ads into
accounts,
Search Ads you needed
360, to create
historical metricsan engine
remainaccount
with theofexisting
type "Other engines",
sitelink and then
extension
create placeholder keywords in the engine account. While "other engines" accounts and
-Providing
placeholderSearch Adsare
keywords 360still
with your business
supported, data allows you
it's recommended thattoyou
better
use optimize
an engine track
campaigns leveraging attributes that are important for your business.
your hotel’s region or neighborhood directly in Search Ads 360. Segmenting your data
-Smart
in Search Bidding
Ads 360 uses machine
allows you learning
to make to optimize your
optimizations forbids to maximize
efficiently withoutconversions
having to
and revenue across a selected portfolio. Bid strategies that have
targets based on criteria you specify. Instead of changing settings, you can create a CPA, ERS, or ROAS
a rule
goal
that are all
simply Smart
notifiesBidding
you strategies.
when campaigns or other items match criteria you specify. You
API. This feature may be used for businesses who have some part of their conversion
schedule a time for the rule to run, set up the conditions, and specify
process take place offline such as in a physical retail environment. For conversions that the action if the
-Search
take place Adson360
the can notify
phone, callyou when software
tracking certain things
may beareimplemented
happening that andrequire your
automatically
attention. Alerts are beneficial for the resources operating the media.
-If you use Floodlight activities to track conversions, you can add details to your Search
transactions
Ads 360 reports and that
goalsarethat you've
unique to set
yourupbusiness
in Google Analytics.
needs.
-Search Ads 360 automatically includes both offline conversions and online conversions
You
in can alsocolumns
reporting create custom
such ascolumns
Actions,inTrans,
Searchand Ads 360, called
Revenue. YouGoogle
can addAnalytics activity
these columns to
aa custom Floodlight
report, or column
select a saved viewto report some amount
that already containsofthecredit for clicks on paid search ads
columns
higher up in the funnel, select a data-driven attribution model or an attribution model
-Confirm Search Ads 360 advertiser level invoice set up. Are all advertisers going to roll
up to the same billing address? If yes, no action needed
If not, please specify advertiser level invoice billing address and currency so we can map
those to each advertiser after they are created
-Best practice:
stores—are Get billing
important certified
to your business, you can use conversion tracking to help you see
how your ad clicks and viewable impressions influence store visits. Store visit
-Follow the instructions
conversions in the support
are only available to certain article to add the
advertisers. store the
Review visits column to your
requirements in the
reports
click your search ads and social ads. Once the lists contain enough users to satisfy engine
to the list, or toyou
requirements, prevent
can usead the
impressions
engines orforDisplay
users in&the list. 360 to re-engage your
Video
As part of Google's ongoing efforts to protect user privacy and commitment to comply
Platform and share
with the General theProtection
Data same cookie space, Search
Regulation Ads users
(GDPR), 360 itself builds
located theEuropean
in the remarketing
lists and
-Read sharesthe
through it with Display
support article& to
Video 360. This
understand thesolution doesn'tasrequire
best practices any tags
you enable the on
remarketing
data for display
will be made ads capabilities
accessible to each other linked account (as supported by the product),
subject to the relevant terms of
-Follow this link to understand which the applicable
metrics account.
Search AdsPlease
360 note thatfrom
imports anyone with
Google
Analytics.
Search AdsPlease
360 bynote it isn't
adding possible
Google Adstoconversion
choose a subset
columnsof data to import
to your reporting tables.
and product
Search groups,
Ads 360 and adjust
provides several bids to achieve
columns the highest
that report number
the total of conversions,
number the
of conversions
greatest amount of revenue, the best position, or highest number of clicks your campaign
budgets allow. Instead of manually setting bids and bid adjustments in response to
-By default, Search Ads 360 provides several columns for reporting metrics from Google
Analytics, including columns that report the total number and value of the Ecommerce
transactions and goals that you've set up in Google Analytics.
You can also create custom columns in Search Ads 360, called Google Analytics activity
columns, to report on specific Ecommerce transactions and goals. You can also apply
alternate attribution models to Google Analytics activity columns.
Google Ads campaigns or Optimize experiments). For example, if you identify a subset
of
-Tousers who have placed
bid differently to reachitems in their
potential shoppingorcarts
customers but who
to display have ads
certain not only
completed their
to previous
purchases,
customers, then those users
you canactivity
set up onare a
variousperfect audience for a remarketing campaign: you can
analyze customer your remarketing
website afterlists
an adto click
targetassociated
these customers
with anywith
of athe
different message and offers.
Google Ads accounts within your manager account. This information can shed light on
how much of your website traffic or business comes from Google Ads, and help you
-BiqQuery pricing is extremely variable as certain operations incur charges where others
do not. Famaliarize yourself with the pricing documentation to understand the associated
-To
costsestimate
of BiqQuery.run rates for BigQuery and other Google Cloud Platform products, use the
-The first step
calculator of enabling
to project monthly BigQuery
pricing.requires you to go to the Manage Resources page
where you can select or create a new Google Cloud Platform project. Projects represent
to
theenable billing for
first grouping your organization.
mechanism of the Google Otherwise,
Cloud you can enable
Platform resource billing through a credit
hierarchy.
-The
card. Google
To change account used to
the billing create for
account the an project is automatically
existing addedbeasantheowner
project, you must project
on the
owner. Add
pulling data anyfromotherpublicusers you would
or shared like to
datasets, have access
external to the data
data sources, with 'Can view'
or stackdriver logs. or
'Can can
You edit',load
or additional administrators
data into BigQuery with 'Isofowner'.
in a variety formats which will be converted into
factors: your data's schema, embedded
columnar format for Capacitor (BigQuery's storage newlines, andformat).
externalPlease
limitations. Pending the
note, depending on
ingestion factors the pertain to you, familiarize yourself with
-You can also load data from Cloud Storage. Refer to this documentation to understand the considerations detailed
the considerations
-Once your data is and loaded limitations
into BigQuery, you can begin querying your data. BigQuery
supports interactive and
-Partitioning large tables or indexes batch queries. can provide greater manageability and performance
benefits.
permanent or temporary. Note that writing query results to a permanent tables comes
-Temporary,
with a cost forcached storingresults tables
the data. are maintained
Follow per-user,
the instructions per-project.
outlined There are no to
in the documentation
storage costs for temporary tables, but if you write query results
constructed using user input. This feature is only available with standard SQL syntax. to a permanent table,
you are charged for storing the data.
Query parameters can be used as substitutes for arbitrary expressions. Parameters cannot
-Follow
be used as thesubstitutes
instructions fortoidentifiers,
understandcolumn how tonames,
save and share
table queries.
names, Noteparts
or other that aofshared
the
query contains the query text only.
configure a data transfer, the BigQuery Data Transfer Service automatically loads data
into BigQuery on a regular basis. You can also initiate data backfills to recover from any
programmatically create a load, export, query, or copy job. When you create a job
programmatically,
BigQuery. Follow the BigQuery
link to schedules
understandand how runs the joband
to create foruse
y data sets and their
associated
supported data limitations.
formats. When you load Avro, Parquet, ORC, Cloud Firestore export
files,
schema of a table when itexport
or Cloud Datastore files,orthe
is created, youschema is inferred
can create a tablefrom the data.
without a schema and
declare
the number of bytes read by a query. Follow the link to understand how todata
the schema in the query job or load job that first populates it with create,
manage, and query partitioned tables
when your data is already partitioned on a date or timestamp column and when you
commonly
in the sameuse wayfilters or aggregation
you query a table. Whenagainst particular
a user queriescolumns
the view,in the
your queries
query results
contain data
-Follow this only
guidefromto getthestarted
tableswithand the
fields specified
Google in the API
BigQuery queryinthat
yourdefines
favoritethe view.
programming language using the Google Cloud Client Libraries.
and many other Google products. To make coding against these APIs easier, Google
hierarchically.
provides client Each resource
libraries that canhasreduce
exactlythe one parent.ofThis
amount codehierarchical
you need toorganization
write and make of
resources enables you to set access control policies and
-Follow the link to understand how to enable Standard SQL when you query BigQuery configuration settings on a parent
resource, and thethe
data. Reference policies
Google andCloud
IAMPlatform
settings are inherited by for
documentation the the
child resources.
Standard SQLPlatform
-This document
components. details legacy SQL functions and operators. The preferred query syntax
-There are some situations
for BigQuery is standard SQL. where you can query data first without loading it as you'll
have access to public data sets, shared data sets, external data sources, and stackdrive log
files.
-Reference this documentation to understand how to best control your BigQuery costs
using standard SQL queries. BigQuery ML democratizes machine learning by enabling
SQL practitioners to build models using existing SQL tools and skills. BigQuery ML
-"BigQuery Discuss" is a community discussion group for users of Google BigQuery.
primary steps outlined in the support article to enable the Google Analytics 360 integration. Once
the linkage is complete, data should start flowing to your BigQuery project within 24 hours. 1 file
-Failure to maintain
will be exported the that
each day connection
contains can temporarily
the previous day’sdisable your
data, and account
3 files will beand causeeach
exported daily
BigQuery Exports from analytics to fail
-Familiarize
-Refer to the yourself
BigQuery with the export
Cookbook schema your
to support as your querying
querying will Note
needs. be dependent on this.
that you will
need to manually calculate many of the metrics that are native in the Google Analytics
interface.
property.
of BigQuery. While we can't predict how much your monthly BigQuery charge will be
because hits vary in size based on the information they contain, an export of 500M hits is
Activation
Manager, and Youtube Reserve; each has its own unique challenges. Failing to identify
queries that should
key products that canbecause
written. Withoutchallenges
reporting a clear listearly
of theonuses for theunnecessary
can create data, query writing
can become unfocused and ultimately stall.
and what queries will be written. Depending on the relationship with the client's data
consumers (e.g., internal vs. external consumers), different steps will need to be taken to
-User permissions may vary across BigQuery and Ads Data Hub
support is necessary. Some reporting may require API access to Ads Data Hub, BigQuery
-It’s important
and possibly to understand
others. what some
Additionally, benefit the may
tools clientneed
is delivering to their customers
to be be leveraged and
in GCP (e.g.,
the way in which they do so. Having a holistic view of the client’s operations is key to
-Billing
providing is the
an import factor that typically requires support. Contact G-Tech if billing
best service.
supportthat
-Given is required.
BigQuery is a core component of Ads Data Hub, follow BigQuery's core
required to adhereto
setup instructions tocreate
the following
a Googlepolicies (in addition
Cloud Platform to applicable
project partner
and enabling and
billing.
product-specific policies that Google
your data across multiple BigQuery projects. makes available to you). If you fail to comply with
these policies, we may suspend and/or terminate your access to and use of the Ads Data
service accountdataset
Create another will needfor dataViewer
the output ofpermission for all
joins that you makeof them.
between Google data and
-Google works with you to set up a cookie match to your data, and then _match tables for
Ads
-YouData Hubfirst
should arewrite
Google-hosted. Note
and test your Google
query in theisAds
moving
DatatoHuba different type
project of theofAds
cookie
Data
matching model.
Hub sandbox for advertisers or the Ads Data Hub sandbox for vendors. If it is error free,
your
you arenew query.
ready Please
to run yournote, data
query that doesn't
against meet Ads Data Hub privacy restrictions is
real data.
to run. Follow
dropped from thethe results
best practices outlined
of a given query.inYou
the can
documentation
configure a to row ensure
merge you're
to sumoperating
usable
Ads Data Hub most effectively
Activation
-Follow this link for instructions on linking Google platform accounts to Ads Data Hub
-For privacy reasons, Google restricts which SQL functions you can use in Ads Data
Hub.
-Reference these sample queries to understand how Ads Data Hub queries are
constructed for their associated use cases.
-Reference these best practices to ensure you are using the platform properly.
-Reference this table for the mapping of data transfer fields to Ads Data Hub fields.
-Reference
Advertisersthis
havetable for to
access theallmapping
fields of data transfer fields to Ads Data Hub fields.
Vendors do not have access to fields relating to audience segmentation, custom input,
-Generally, fields with
cost, transactions, the same category and ID name can be joined together across
or conversions
tables.
-Reference this guide to getfor
Reference this page the nuances
started writing of joining fields.
applications that use the Full Circle Query
REST API to interact with Ads Data Hub. The Full Circle Query REST API allows you
to view Ads Data Hub customers associated with your Google account, create queries,
vendor
and rundirectly
queries.to learn about their reporting offering.
Adform
The site A/S, C3 Metrics, Inc., Extreme Reach Inc., Gemius SA, Innovid Inc., Meetrics
Action Item
Solution Design Link Level of Effort
Link to corresponding Solution Design Owner
Input name of Action Item
Low/Medium/High
Template (if applicable) owner
Low
Account Structure Setup
Low
User Access Setup Low
Medium
Data Layer Tagging High
Medium
Low
Low
Low
Medium
Low
Low
Medium
Low
Low
Low
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
User Access Setup Medium
Network, Account, & Advertiser Setup Medium
Medium
Medium
Medium
Low
Low
Low
Low
Low
Medium
Medium
Medium
Medium
Medium
User Access Setup Medium

Medium
Floodlight Configuration Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Floodlight Tracker Medium
Medium
Medium
Medium
Medium
Low
Low
Low
High
High
Medium
Medium
High
Low
Low
Low
Low
Low
Low
Network, Account, & Advertiser Setup
Low
Medium
Medium
Low
Low
Low
Low
Medium
Medium
Medium
Medium
Low
Low
Low
Low
Low
Low
Low
User Access Setup Low
Medium
Low
Low
Low
Medium
High
High
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Low
High
High
Low
N/A
N/A
N/A
N/A
N/A
N/A
Medium
Low
Medium
Medium
Medium
Low
Medium
Medium
Medium
Medium
Low
Medium
Medium
Medium
Medium
Medium
Medium
Low
Medium
High
Medium
Medium
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
Team Members Involved Start Date End Date Timeline
Recommended Team Members Action Item Action Item Timeline Visual based on start and
involved Start Date End Date end dates
Overall Implementation
01-01-18 04-01-18
Timeline:
Analytics Lead, Analytics
Impl. Specialist
Impl. Specialist, Mar Tech
Lead, Business Stakeholders
Lead, Business Stakeholders
Impl. Specialist,
Analytics Mar Tech
Lead, Analytics
Lead
Lead
Lead
Ad Ops Specialist, Ad-Tech

Lead,
Ad OpsSolution Architect
Specialist, Ad-Tech
Lead, Solution Architect
Lead,
Specialist, Ad-Tech
Lead,
Specialist, Ad-Tech
Lead,
Specialist, Ad-Tech
Programmatic Strategist,
Ad-Tech Lead Strategist,
Programmatic
Ad Ops Specialist,
Ad-Tech Lead
Programmatic
Ad Strategist,
Ops Specialist,
Ad-Tech Lead
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Ad-Tech Lead
Ad Ops Specialist,
Ad-Tech Lead
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Programmatic
Ad-Tech Lead
SEM Strategist, Ad-Tech

Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead
Lead, Strategist,
SEM Solution Architect
Ad-Tech
Lead, Mar-Tech Lead,
Solution
Lead, Architect
Mar-Tech Ad-Tech
Lead,
SEM Strategist,
Solution
Lead, Architect
Mar-Tech Ad-Tech
Lead,
SEM Strategist,
Solution Architect
Solution Architect
Solution Architect

Solution Architect
Lead, Mar-Tech Ad-Tech
SEM Strategist, Lead,
Solution
Lead, Architect
Mar-Tech Ad-Tech
Lead,
SEM Strategist,
Solution Architect
Solution Architect
Mar-Tech Lead, Solution
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Architect
Analytics Lead, Mar-Tech
Lead, Solution
Analytics Lead,Architect
Mar-Tech
Lead, Solution
Mar-Tech
Lead, Solution
Mar-Tech
Lead, Solution
Mar-Tech
In addition to setting up new products, it is now time to ensure the organization is ready to launch the product from an opera
Completing
LAUNCHthisREADINESS
assessment will help determine what additional mitigation efforts need to be taken.
ASSESSMENT
Instructions
1. Partners and Marketers should work together to assess organizational readiness using these statements and the following
Strongly Agree, Agree, Disagree, Strongly Disagree.
2. These statements should be reviewed by Project Leadership as well as Executive Stakeholders who have been involved in
thus far.
Tab Contents
This assessment should be used towards the beginning of the implementation process to support Change Management plann
during the Launch Readiness phase to&ensure
Measurement that Goals
Business appropriate Change Management actions have been taken.
Leadership/Sponsorship
Communication
Statement
Measurement & Business Goals

A business case has been/will be developed for this Implementation.
The organization has/will have a clearly defined vision and mission for this
Implementation
Senior management views the Implementation as key to meeting business
and marketing
Senior goals understands the costs and the risks associated with this
management
Implementation. These have been documented, reviewed and approved
Leadership/Sponsorship
Priorities have been/will be established for this Implementation with regards
An effective
to other governance
competing (decision-making) structure has/will be established
initiatives
for this Implementation with relation to ongoing updates and implementation
changes after launch
All stakeholders potentially affected by this Implementation have been
identified
The executive stakeholders has built/can build awareness of the need for the
new products (why the change is happening)
Communication
The details of the implementation have been communicated to those who will
be affected
There are/will be effective ways for employees to provide feedback and
questions about the implementation
All stakeholders understand their role in making these new tools a success
Concerns and questions about this implementation have thus far been
responded to
Training
The organization needs specialized training to help their org prepare to use
these tools moving forward.
A budget is/will be in place to provide end-user training for this initiative
Training for all user groups has been/will be scheduled well in advance of
final rollout
Training is customized to your organization's implementation
Training includes reference materials that can be used before, during and
after training
Organization & Culture

Operational staff, possibly different from the implementation team, is/will be
in
Jobplace to own, provide
descriptions support
(roles and for and maintain
responsibilities) thebenew
are/will wellproducts.
documented,
aligned and understood with the new product implementation
Considerations have been made for business unit and regional differences in
The overall
use of the newrateproducts
of change at the company has been evaluated. The change
brought on by this Implementation does not overly stress the organization's
ability to absorb and adapt
Process
Reporting Strategy, including metrics and cadence, has been defined across
audiences
Report Dashboards and sample in depth reports have been produced using the
new products
Operating process flows have been defined as related to using the new
products
Appropriate Access and permission levels have been granted across products
e organization is ready to launch the product from an operations perspective.
mitigation efforts need to be taken.
ational readiness using these statements and the following assessment choices:
well as Executive Stakeholders who have been involved in the Implementation
lementation process to support Change Management planning and completed

ange Management actions have been taken.Training
Organization & Culture
Process
Assessment
Agree
Notes on any required action to take prior to Launch
RESOURCE LIBRARY
Use these resources throughout implementation and post launch to improve Marketer knowledge of Google produ
Instructions
implementation and operation. The Partner and Google Account team will customize this list of resources to incl
documents and links to training.
Note that the primary support articles are contained in the Implementation Plan tab in their respective product sec
RESOURCE LIBRARY
Area Name + Link
Discussion Forum BigQuery Community Discussion Forum

Discussion Forum Campaign Manager Community API Forum
Google Training & Certification Google Analytics Training Videos
Google Training & Certification Tag Manager Training Videos
Google Training & Certification Campaign Manager Training Videos
Google Training & Certification Display & Video 360 Training Videos
Google Training & Certification Creative Studio Training Videos
Google Training & Certification Search Ads 360 Training Videos
Google Training & Certification GMP Academy
Google Training & Certification Google Analytics Academy
Google Training & Certification Google Analytics Certification Exam
Google Training & Certification Google Ads Certification Exam
Google Training & Certification Campaign Manager Certification Exam
Google Training & Certification Display & Video 360 Certification Exam
Google Training & Certification Search Ads 360 Certification Exam
Google Developers Campaign Manager API & Data Transfer
Google Developers Display & Video 360 API & Data Transfer
Google Developers Search Ads 360 API
Google Developers Google Analytics API
Google Developers Remote Debugging on Android Devices
Help Center Campaign Manager Release Notes
Help Center Google Analytics Help Center
Help Center Tag Manager Help Center
Help Center Campaign Manager Help Center
Help Center Display & Video 360 Help Center
Help Center Search Ads 360 Help Center
Help Center Studio Help Center
Help Center Data Studio Help Center
Help Center Optimize Help Center
Help Center BigQuery Support Resources
Help Center Firebase (mobile SDK) Support Resources
Help Center Ads Data Hub Support
Helpful Documentation Account Structure Models
Operations Guide Data Activation Playbook
Product Forum Analytics 360 Community Product Forum
Google Tag Manager Community Product
Product Forum
Forum
Google Ad Manager Community Product
Product Forum
Forum
Technical Support GMP Support
mprove Marketer knowledge of Google products and refer to for best practices regarding
m will customize this list of resources to include support contact information as well as latest
tation Plan tab in their respective product sections.
Google Campaign
Description Tag Manager Data Studio
Analytics Manager
Online Discussion Forum for BigQuery
Online API Forum for Campaign Manager X
Training videos for Google Analytics X
Training videos for Google Tag Manager X
Training videos for Campaign Manager X
Training videos for DV360
Training videos for DoubleClick Creative Studio
Training videos for Search Ads 360
Collection of Training material for all GMP
X
Products
Collection of Training material for Google
X
Analytics
Certification Exam for Google Analytics Partners X
Certification Exam for Google Ads
Certification Exam for Campaign Manager X
Certification Exam for Display & Video 360
Certification Exam for Search Ads 360
Developer docs for Campaign Manager X
Developer docs for Display & Video 360
Developer docs for Search Ads 360
Developer docs for Google Analytics X
Tutorial for debugging Android Apps X X
Up to date release notes for all new features X
General help for Google Analytics X
General help for Google Tag Manager X
General help for Campaign Manager X
General help for Display & Video 360
General help for Search Ads 360
General help for Studio
General help for Data Studio X
General help for Optimize
General help and How to Guides for BigQuery
General help and Hot to Guides for Firebase X X
Submit a support request
scenarios, pros/cons, across Campaign Manager,
Provides X X X X
Display &guidance, bestDS
Video 360, practices, and use
incl. linking withcases for
Google
integrating and activating data using Google and X X X X
DoubleClick
Online Forumtools
for Google Analytics 360 X
Online Product Forum For Google Tag Manager X
Online Product Forum for DS
Glossary of where to access technical support for
X X X X
the GMP products
Display & VIdeo Ads Data
Search Ads 360 Optimize Big Query
360 Hub
X
X
X X
X
X
X
X
X
X
X
X X X
X X X
X
X X

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Welcome to the Implemen

Part of the Google Marketing Platform Solut

Related Links & Resources

Google Marketing Platform Solutions Guides

Analytics Platforms Solution Design

Phases and Tasks Month 1 Month 2

p with Recommended Phases and Tasks

Month 3 Month 4 Month 5

Media Platforms Solution Design Workbook

MEDIA PLATFORMS SOLUTION REQUIREMENTS QUESTIONS

SEARCH ENGINE SETUP

USER ACCESS SETUP

DETAILED FLOODLIGHT CONFIGURATION

ANALYTICS PLATFORM SOLUTION REQUIREMENTS QUESTIONS

USER ACCESS SETUP Ads

ACCOUNT STRUCTURE Ads

VIEW SETTINGS Ads

DATA LAYER TAGGING Ads

GOOGLE TAG MANAGER TAGSAds

CONTENT GROUPS Ads

UTM PARAMETERS Ads

ADS DATA HUB ONBOARDING Ads

orms Solution Design Workbook

UTION REQUIREMENTS QUESTIONS

Who will be setting up campaigns? Agencies? Marketer Direct?

Is your operations team centralized or regional?

Do you have URLs at keyword level across all accounts?

Do you target mobile in your campaigns?

Are the parameters different depending on the engine account, campaign, ad

Broadly speaking, what types of people/roles require Campaign Manager logins

How many pages will require new Floodlight tags?

OLUTION REQUIREMENTS QUESTIONS

Can you identify any events that trigger your goal(s)?

Analytics Platforms Solution Design Workbook

Context & Best Practice Considerations

Context & Best Practice Considerations

Context & Best Practice Considerations

Advertisers that share regional reports or consolidate reports may require

Used to set up account structure and hierarchy.

Used to set up data analytics and better understand floodlight configuration

Context & Best Practice Considerations

Use to set up responsive design and search

Use to determine 3rd party data implementation and tracking

Dynamic tracking can be set up in Search Ads 360.

This will determine universal naming conventions

Context & Best Practice Considerations

General background helpful to understand ideal setup for future

General background helpful to understand ideal setup for future

General background helpful to understand ideal setup for future

Context & Best Practice Considerations

Determines how many tags should be set up and tracked

Context & Best Practice Considerations

Context & Best Practice Considerations

Context & Best Practice Considerations

Context & Best Practice Considerations

Context & Best Practice Considerations

Context & Best Practice Considerations

Context & Best Practice Considerations

Context & Best Practice Considerations

Context & Best Practice Considerations

Using Google Analytics, this path could be dynamically changed based on

Context & Best Practice Considerations

Context & Best Practice Considerations

Context & Best Practice Considerations