Google Ad Manager (GAM) With Channel99

Note: this is Google Ad Manager (GAM / formerly DoubleClick for Publishers / DCM), not Google Ads. GAM is a publisher/SSP/ad-server product and its setup and data export paths differ from Google Ads.

The Channel99 ⇄ Google Ad Manager integration is a measurement & tracking integration that ingests campaign-level delivery data (impressions, cost/spend and related delivery fields) so Channel99 can reconcile and report GAM delivery alongside other channels. No personal information is exchanged as part of the integration, it’s focused on campaign delivery / measurement data and provided as an export through Snowflake.

Setup 

• Decide placement: add Channel99 impression tracker to the creative (as an additional image/impression URL) or include Channel99 macros in DCM/GAM templates.
• Insert Channel99 macro parameters in the creative so Channel99 receives the fields needed to match delivery (ad unit / placement / creative / campaign identifiers). Example fragments from our tests: the DCM <ins> creative with data-dcm-click-tracker='%%CLICK_URL_UNESC%%' and other attributes; impression trackers using ord=%%CACHEBUSTER%%.
• Test in staging: verify impression pings reach ping.channel99.io and include the macro values (cachebuster, click URL, placement IDs). Use the creative preview and network logs to confirm.
• Tag approach: Channel99 needs the impression pixel added to the creatives or the creative template updated.
• Data Transfer: customer must grant access (dedicated user/service account) or configure the Data Transfer export location which will be completed via Snowflake.

Common macros & examples

• %%CACHEBUSTER%% — cachebuster for impression/call uniqueness.
• %%CLICK_URL_UNESC%% — click URL macro for DCM/DCM-style creatives.
• DCM creative attributes commonly used in our examples: data-dcm-placement, data-dcm-rendering-mode, data-dcm-click-tracker, and GDPR consent placeholders like gdpr=${GDPR} when relevant. Example DCM <ins> snippet used in tests: <ins data-dcm-click-tracker='%%CLICK_URL_UNESC%%' class='dcmads' style='display:inline-block;width:300px;height:250px' ...> <script src='https://www.googletagservices.com/dcm/dcmads.js'></script></ins>.

Troubleshooting 

• No impressions in Channel99: verify the Channel99 impression URL is present in the live creative and that %%CACHEBUSTER%% (or equivalent) is present so the call is not cached. Use creative preview and network inspector to confirm the impression ping.
• Missing identifiers/macros: ensure GAM/DCM template includes the macros you rely on (placement id, creative id); if the macro returns an ID that needs lookup, confirm Channel99’s mapping step (we can look up ad unit/placement IDs if the creative returns an ID vs. a raw value — see internal discussions on ad unit level).
• Permission errors (API/Data Transfer): confirm the customer created/assigned a dedicated GAM user or service account and granted the required visibility or transfer permissions. We’ve required customers to move access to their own user for security/compliance.