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Google Search Ads 360 (SA360) logo
AdvertisingHigh complexity

Google Search Ads 360 (SA360)

by Google

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Sets cookies
Yes
Sends PII
No
Cross-site tracking
Yes
Consent required
Advertising / Marketing
Transfer mechanism
EU-US Data Privacy Framework
Cookies
IDEANID_gcl_aw_gcl_auFPAU

Overview

Google's enterprise paid search management platform (formerly DoubleClick Search). Part of the Google Marketing Platform and used by advertisers to manage search campaigns across Google Ads, Microsoft Ads, Yahoo! Japan and Baidu from a single console. Fires conversion pixels via www.googleadservices.com and the first-party /pagead/1p-conversion endpoint, and Floodlight activity tags for attribution alongside Campaign Manager 360.

Detection capabilities

Signature count
1
Detection methods
network
Property types
hostnamepathname

Consent Mode v2

Consent Mode v2

Google Consent Mode v2 signal requirements for this tag.

analytics_storagenot used
ad_storagerequired
ad_user_datarequired
ad_personalizationrequired

Performance impact

Performance Impact

Requests per page
2

Common mistakes

  • 1Deploying the SA360 conversion pixel without Consent Mode v2, causing conversion loss when advertising consent is denied
  • 2Not disclosing SA360 in the cookie notice because it is perceived as a Google Ads / Campaign Manager feature rather than a distinct vendor
  • 3Firing the SA360 Floodlight activity tag on sensitive conversion pages (e.g. checkout confirmation) without verifying that advertising consent has been granted
  • 4Assuming that SA360 only uses first-party cookies when in fact it depends on the shared doubleclick.net third-party cookies (IDE, id) for cross-device attribution

Compliance considerations

SA360 sets first-party attribution cookies on the advertiser domain (_gcl_aw, _gcl_au, FPAU) and relies on shared DoubleClick third-party cookies (IDE, id) plus google.com cookies (ANID) for cross-device attribution and remarketing. Its conversion tracking and Floodlight activity tags constitute personal data processing and require explicit advertising consent under GDPR / ePrivacy. Integration with Consent Mode v2 is required to avoid conversion loss when consent is denied. International transfers are covered by the EU-US Data Privacy Framework. Advertisers should disclose SA360 alongside Google Ads and Campaign Manager in their cookie notice and ensure the Google Ads Data Processing Terms are accepted.

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