Google updated its Campaign Manager 360 schedule on October 16 with two changes to web conversion attribution planned for October 2026. Floodlight will use signals from people signed into Google, while Campaign Manager 360 will adopt additional methods for associating clicks with conversions. The company states that both updates are applied without additional action from customers.
The same schedule includes a separate change for video pixel integration: from March 2027, requests involving more than 20 Campaign Manager 360 pixels for Google Ads will be directed to the self-service workflow. The announcement therefore combines measurement changes with a future operational change, each with a different timetable. The systems concerned are used to manage advertising and measure campaign results.
Signed-in signals for conversions across devices
According to Google, Floodlight will use signed-in signals to recover previously unattributed web conversions when a journey takes place across different devices or environments. The change concerns reporting in Display & Video 360, Search Ads 360, and Campaign Manager 360. The schedule specifies October, without setting a common activation day for every account.
Attribution is the process of associating a recorded action, such as a purchase, with eligible advertising interactions. In a journey involving several devices, exposure to an ad and completion of the action can happen in different technical contexts. The announced update aims to recover those associations in the reports of the platforms named. It concerns web conversions and is not presented in the schedule as a general release for all in-app conversions.
Floodlight operates as a shared measurement system within Google Marketing Platform. An event recorded through a tag installed on a website is assessed against advertising impressions or clicks within the configured conversion window. An order confirmation page is one implementation example described by Google. This existing mechanism provides the context for the change to the signals used in attribution.
Additional methods when cookies are missing or expire
The second October update concerns Campaign Manager 360. The platform will adopt click attribution methods and durable browser storage techniques already used in Google Ads. According to the company, these help reconnect a web conversion when standard cookies are missing or have expired before the tracked action is completed.
Google describes this as an update requiring no action from the customer. Configuration of measured activities, conversion windows, and connected accounts remains part of the Floodlight infrastructure. In Google Ads management, these settings determine which events are tracked and how campaign data is connected to the measurement platforms used by the advertiser.
Updating association methods should be distinguished from recording a new sale in a company's commercial system. A conversion is the event being tracked, while attribution establishes its relationship with an advertisement. Google's announcement concerns recovering previously unattributed relationships in advertising reporting. This distinction matters when comparing campaign reports with orders and revenue recorded separately in a store or CRM.
A shared configuration for reporting across platforms
Floodlight documentation explains that the same set of tags can support measurement in Campaign Manager 360, Display & Video 360, and Search Ads 360. Sharing data allows conversions to be deduplicated across channels. When the same person interacts with a display advertisement and then a search advertisement before purchasing, the system uses the configured attribution model to report the action.
The Floodlight configuration is normally managed in Campaign Manager 360. General settings, including conversion windows, belong to this configuration, while certain actions can also be created and managed in Search Ads 360. In its configuration documentation, Google also describes settings for consent and the sharing of data among its services. These existing conditions are separate from the automatic application of the updates described for October.
In Search Ads 360, Google distinguishes the All Conversions column from the Conversions column. The former includes the full range of tracked actions and platform-specific goals. The latter includes actions explicitly selected for inclusion in conversions and is used by bidding strategies. Comparisons between reports therefore also depend on the goals included, as well as the additional signals announced for Floodlight.
The pixel change is scheduled for March 2027
The March 2027 deadline concerns video pixel requests exceeding the threshold of 20, directing them to the self-service integration. The connection between Google Ads and Campaign Manager 360 already exists. In this workflow, accounts are linked and tracking URLs for clicks and impressions are applied from Campaign Manager 360. The new item in the schedule concerns directing larger requests to this procedure.
The documented integration allows a Campaign Manager 360 advertiser to be linked to a Google Ads account and tracking to be assigned to ads or asset groups. Supported campaigns, subject to specific rules, include video, Demand Gen, Search, and Performance Max. Search campaigns support click tracking; impression tracking is not supported. The connection request and its approval take place in the two platforms, with the appropriate access permissions.
The documentation also states that Demand Gen, Search, and Performance Max have assignment restrictions when the Google Ads account is linked to Search Ads 360, to avoid splitting Floodlight conversions between systems. Google Ads manager accounts cannot themselves be linked in this association. The updated schedule keeps these integration conditions separate from the new attribution recovery methods, for which the stated month remains October 2026.
