Google Marketing Platform Pricing: What You Need to Know

Google Marketing Platform is an integrated ad-technology platform launched by Google to bring together its advertising and analytics tools. It combines products such as:

• Display & Video 360 (DV360) – Programmatic media buying

• Search Ads 360 – Search campaign management

• Campaign Manager 360 – Ad management and measurement

• Analytics 360 – Enterprise-level website analytics

• Tag Manager 360

• Optimize 360

• Surveys 360

• Data Studio – Free reporting and data visualization tool

Google Marketing Platform Pricing Overview

1. Free vs. Paid Versions

GMP offers both free and enterprise (360) versions. The free versions are often sufficient for small to medium businesses, while large enterprises may require the advanced features and support included in the 360 versions.

2. Analytics 360 Pricing

Analytics 360 is a premium version of Google Analytics and starts at $150,000 per year, which breaks down to around $12,500 per month. This cost can increase based on the volume of hits and features required.

Key features:

• Higher data limits

• BigQuery integration

• Unsampled reports

• Advanced funnel analysis

• Dedicated support and SLAs

3. Display & Video 360 (DV360) Pricing

DV360 is used for programmatic ad buying and operates on a percentage of media spend model.

• Typical Fee: 10%–15% of media spend

• Minimum spend requirements may apply (often $500,000/year or more through a partner)

4. Search Ads 360 (SA360) Pricing

SA360, used for managing search campaigns across platforms (Google, Bing, Yahoo, etc.), also charges based on media spend.

• Typical Fee: 1–3% of media spend

• Includes advanced bidding, cross-engine reporting, and automation tools

5. Campaign Manager 360 Pricing

Campaign Manager 360 pricing depends on the volume of impressions served and the features required.

• Pricing Model: CPM-based (cost per thousand impressions)

• Negotiated through a certified GMP partner

6. Tag Manager 360 and Surveys 360

• Tag Manager 360 is available through an enterprise license or partner and is bundled with other 360 tools.

• Surveys 360 pricing depends on the number of completed surveys and the targeting options, typically starting around $0.10 to $3.00 per completed response.

Partner Pricing & Bundling

Most businesses do not buy GMP tools directly from Google. Instead, they work with a certified reseller or partner, who provides pricing, implementation, and support. Pricing may be bundled and customized based on:

• Number of tools needed

• Ad spend

• Custom setup

• Training and support

Is It Worth the Cost?

GMP is designed for large advertisers and agencies that need:

• Unified cross-channel reporting

• Enterprise-level support

• Data-driven attribution

• Programmatic advertising at scale

If your business is spending millions annually on ads, the investment in GMP can yield significant ROI through efficiency, insights, and performance improvements.

Google Marketing Platform pricing isn’t one-size-fits-all. While the free tools are great for SMBs, the full suite of GMP 360 tools is best suited for enterprise marketers with significant ad budgets. Understanding your needs, budget, and the available features is key to choosing the right solution.