Google updates DV360 attribution and measurement tools

Google announced a series of updates to Display & Video 360 and Campaign Manager 360 on November 6, 2025, focused on improving conversion attribution accuracy, automated bidding capabilities, and impression counting methodology. The changes affect how advertisers track TrueView campaign performance, allocate budgets across targeting strategies, and measure display ad delivery according to industry standards.

The company will append a new parameter to TrueView click-through landing URLs by the end of 2025. According to the announcement, Display & Video 360 will add "&gclsrc" to destination URLs for TrueView campaigns to improve click-through conversion attribution. The parameter already exists across other Google Marketing Platform traffic sources, but its expansion to TrueView campaigns addresses a measurement gap in video advertising attribution.

Landing page configurations must accommodate the new URL parameter to prevent attribution failures. The documentation warns that blocking the parameter could disrupt proper conversion tracking for TrueView campaigns. This requirement places implementation responsibility on advertisers and web development teams who manage campaign destination pages.

The "&gclsrc" parameter functions similarly to the GCLID (Google Click ID) tracking mechanism that Google has used for years in other campaign types. When users click TrueView ads, the appended parameter creates a connection between the ad interaction and subsequent conversion events on advertiser websites. This enhanced tracking aims to provide more accurate conversion data for video campaigns where attribution has historically presented challenges.

The change builds upon Google's broader attribution improvements across Display & Video 360. Enhanced attribution for click-based conversions became mandatory in September 2024, automatically appending DCLID identifiers to non-YouTube click events. The TrueView update extends this attribution framework to YouTube video campaigns, creating more consistent measurement methodology across the platform.

Floodlight tracking systems will require verification to ensure compatibility with the new parameter. Advertisers using Floodlight configurations in Campaign Manager 360 or Display & Video 360 for third-party ad serving should confirm their implementations can process the additional URL component. The Google tag and Google Tag Manager with Conversion Linker represent recommended approaches for maintaining attribution accuracy across domain boundaries.

Display & Video 360 will introduce updated Optimized Targeting capabilities beginning the week of September 22, 2025. According to the announcement, the feature now intelligently analyzes both automatic and manual targeting performance data, adjusting budget allocation in real-time to improve projected return on investment.

The enhanced system evaluates targeting effectiveness across different strategies within campaigns. By comparing performance between auto-targeting and manual-targeting approaches, the algorithm identifies where budget allocation produces the strongest results. This analysis happens continuously during campaign delivery, enabling dynamic optimization that responds to changing performance patterns.

Real-time budget reallocation represents a technical advancement in how Display & Video 360 manages campaign spending. Traditional approaches required manual monitoring and adjustment of budget distribution across targeting strategies. The updated Optimized Targeting automation removes this operational burden while aiming to improve overall campaign efficiency.

Google claims the update will drive better projected ROI and unlock additional spend opportunities for high-performing campaigns. The system's ability to identify and shift resources toward effective targeting combinations could increase campaign scale for advertisers who previously hit budget constraints on successful segments.

Optimized Targeting has delivered significant performance improvements in previous implementations. Advertisers using the feature with Google audiences reported 25% boosts in campaign objectives, while those applying it to first-party audiences saw 54% improvements. Organizations combining Optimized Targeting with Enhanced Automation achieved 10% lower cost-per-acquisition compared to single-solution deployments.

The bidding intelligence enhancement reflects Google's systematic integration of artificial intelligence across Display & Video 360. AI-powered features like Enhanced Automation have driven 60% median CPA reductions at the insertion order level. The platform now processes aggregated click, conversion, and impression signals through prediction engines that calculate optimal bid amounts for each advertising opportunity.

Campaign Manager 360 will update its display impression counting methodology in 2025, shifting from "on-download" to "begin-to-render" measurement. According to the announcement, this change aligns Campaign Manager 360 with Media Rating Council requirements, supporting continued accreditation and ensuring impression data adheres to industry standards.

The "begin-to-render" methodology counts impressions only when ad creative elements actually start displaying on user screens. This differs from "on-download" measurement, which triggers impression counts when browsers complete downloading ad files regardless of whether users see the ads. The distinction addresses situations where ads download but never render due to page abandonment, scrolling behavior, or technical issues.

Media Rating Council standards require measurement services to use begin-to-render counting for display advertising. The MRC establishes measurement standards across television, radio, print, and digital media platforms through independent auditing processes that verify measurement validity, reliability, and effectiveness. MRC accreditation provides advertisers with trusted measurement frameworks for campaign evaluation and optimization.

Google has implemented MRC-aligned measurement changes across multiple platforms throughout 2025. Display & Video 360 underwent significant invalid impression counting updates in September 2025, part of systematic modernization efforts affecting reporting metrics, political advertising policies, and geographic targeting dimensions.

The shift to begin-to-render counting affects how advertisers evaluate campaign delivery and performance. Impression counts may decrease following implementation since the new methodology excludes downloaded ads that never display to users. However, the change provides more accurate representation of ad exposure, aligning reported impressions with actual delivery.

Campaign reporting configurations will require attention during the transition period. Organizations using automated systems or dashboards that rely on impression data should verify their tools can accommodate methodology changes. Historical performance comparisons spanning the implementation date will need contextual analysis to maintain accuracy given the measurement shift.

Display & Video 360's measurement infrastructure has undergone continuous refinement throughout 2025. Major reporting changes in Q3 2025 eliminated Nielsen-related metrics, modified YouTube reporting structures, and implemented frequency reporting expansions with 8+ and 9+ impression reach buckets. These updates followed API enhancements that brought targeting parity between versions 3 and 4 while adding YouTube inventory control settings.

The platform's attribution capabilities have expanded significantly beyond the current updates. Floodlight linking within Google Analytics 4 enables conversion data sharing between GA4 properties and Campaign Manager 360 Floodlight configurations, making attribution information accessible to Display & Video 360 and Search Ads 360 advertisers. Attribution model customization allows advertisers to select from multiple approaches including last-click, first-click, and data-driven methodologies.

Marketing professionals managing programmatic campaigns across Display & Video 360 face increasing measurement complexity as privacy regulations, platform changes, and industry standards reshape digital advertising infrastructure. The announced updates reflect ongoing technical requirements for maintaining accurate attribution, optimizing budget allocation, and adhering to measurement standards that govern billions of daily ad impressions.

Timeline

• September 22, 2025 — Optimized Targeting enhancements deployed with real-time budget allocation intelligence
• September 2024 — Enhanced attribution automatically enabled for Display & Video 360 and Campaign Manager 360
• September 2025 — Display impression counting methodology shifts from on-download to begin-to-render
• July 2025 — MRC accredited metrics undergo significant changes affecting invalid impression counting
• August 2025 — New frequency cap and reach metrics replace programmatic guaranteed bidding measurements
• January 2025 — Privacy-focused advertising tools including PAIR and AI-powered optimization launched
• End of 2025 — Floodlight parameter &gclsrc appended to TrueView click-through landing URLs

Summary

Who: Google Marketing Platform users including advertisers, agencies, and marketing professionals utilizing Display & Video 360 for programmatic video campaigns and Campaign Manager 360 for ad serving across desktop, mobile, and connected TV environments.

What: Three technical updates affecting Display & Video 360 and Campaign Manager 360: addition of &gclsrc parameter to TrueView landing URLs for improved click-through conversion attribution, enhanced Optimized Targeting with real-time budget allocation intelligence analyzing auto and manual targeting performance, and Campaign Manager 360 impression counting methodology shift from on-download to begin-to-render measurement.

When: Optimized Targeting enhancements estimated for deployment the week of September 22, 2025. TrueView Floodlight measurement improvements and Campaign Manager 360 impression counting updates both estimated by end of year 2025. Updates announced November 6, 2025 through Display & Video 360 Help Center documentation.

Where: Changes affect Display & Video 360 programmatic advertising platform and Campaign Manager 360 ad serving system globally, impacting TrueView video campaigns, automated bidding strategies, and display ad impression measurement across desktop, mobile web, mobile app, and select connected TV environments.

Why: The updates address measurement accuracy requirements for video campaign attribution, enable more sophisticated automated budget optimization through AI-powered targeting analysis, and ensure compliance with Media Rating Council standards for display impression counting that support continued platform accreditation and industry-standard measurement methodologies.