Event

Google’s Enhanced conversions offerings help you to improve the accuracy of your conversion measurement by supplementing your existing conversion tags with first-party conversion data, like email address and phone number. How the data is used depends on whether you’re uploading enhanced conversions for web or for leads. Check out these docs to learn more about Enhanced Conversions and its types: Google Enhanced Conversions Overview.

This integration utilizes Google’s Upload Click Conversions and Upload Conversion Adjustments APIs.

Prerequisites

To set up the Google Enhanced Conversions Event integration, you will need to have a working Ads account and know your Client Customer ID, which you can obtain from your Google Account Manager. Full requirements on Google’s end are noted in their set-up docs, respectively:

• Enhanced Conversions for Leads Set-up Docs
• Enhanced Conversions for Web Set-up Docs

When you add the integration from the mP Directory, sign into your Google Ads account using your username and password in order to give mParticle permission to upload conversion information.

Note: to send product information along with relevant conversions to Google, your account also needs to be whitelisted as per Google’s docs

Supported Events

Required Event Type

The only native mParticle event type currently supported for sending Enhanced Conversions to Google are Commerce Events with the purchase product action type.

Supported Identifiers

Google recommends to include as many of the following identifiers as possible, but at a minimum to be forwarded, each outgoing conversion and adjustment must have at least one identifier. If none of the following identifiers are present for an incoming event, the conversion will not be forwarded and a system alert will be reported.

User Identifiers

User Identifiers include the email, phone number, and address info of the user. Note that User Identifiers are not forwarded for events using the GBRAID or WBRAID identifiers.

Email

If specified for a given user, mParticle will try to forward an email identity in an outgoing conversion. This is determined by the Email Identity Type drop-down Connection Setting. mParticle sends emails to Google Ads as SHA-256 hashed values.

Phone Numbers

If specified for a given user, mParticle will try to forward one of the 3 phone number identities in an outgoing conversion. This is determined by the Phone Identity Type drop-down Connection Setting. mParticle sends phone numbers to Google Ads as SHA-256 hashed values.

Address Info

To include address information for a conversion, all six of the following user attributes are required. If any of these are missing, address info will not be included with the conversion.

• $FirstName (will be SHA-256 hashed)
• $LastName (will be SHA-256 hashed)
• $Address (will be SHA-256 hashed)
• $City
• $Country
• $Zip

Order Id

The order_id associated with the conversion. For commerce purchase events, the transaction_id of the product action will be used as the order_id. Note that User Identifiers will not be sent when the order_id is missing (unless the User Identifiers are the only identifier used).

Click & Braid Identifiers

The Click or Braid Identifier, i.e. the gclid, gbraid, or wbraid associated with the conversion. Note that only one of these will be forwarded for each conversion, with the preference order being: gclid, gbraid, wbraid. Click and Braid Identifiers sent to Google can be configured using Custom Flags or Custom Mappings.

GCLID

GCLID (Google Click Identifier) is the preferred tracking parameter to identify the campaign and other attributes of the click associated with the ad for ad tracking and campaign attribution. GCLID is not available from IOS traffic in some cases due to Apple’s App Tracking Transparency (ATT) policy changes.

GBRAID

GBRAID is used for measuring app-to-app conversions. This new parameter, compliant with Apple’s App Tracking Transparency (ATT) framework, helps measure app conversions driven by ad campaigns on iOS. Note that Custom Variables and User Identifiers are not supported for events using this identifier.

WBRAID

WBRAID is used for measuring web-to-app conversions. This new parameter, compliant with Apple’s App Tracking Transparency (ATT) framework, helps attribute conversions back to ad campaigns and work with conversion modeling to give a more accurate measurement on iOS. Note that Custom Variables and User Identifiers are not supported for events using this identifier.

Native Field Mappings

mParticle supports the following field mappings for native CommerceEvents:

mParticle Field	Google Event Field	Description
event.product_action.transaction_id	order_id	The Order ID
event.product_action.currency	currency_code	ISO 4217 code.
event.timestamp	conversion_date_time	The date and time of the conversion.
event.product_action.total_amount	conversion_value	The total value of the order or items sold. If omitted, mP will try to calculate the total by summing each constituent product total (i.e. item.price*item.quantity).
event.product_action.products[x].price	cart_data.items[x].unit_price	The price of the given item.
event.product_action.products[x].quantity	cart_data.items[x].quantity	Number of the given item.
event.product_action.products[x].id	cart_data.items[x].product_id	ID of the given item.

Custom Flags

Custom Flags should be specified on each valid incoming CommerceEvent in order to support specific fields for each outgoing conversion.

mParticle Custom Flag	Google EC Event Field	Is Required	Description
GoogleEnhancedConversions.Gclid	gclid	False	The identifier you captured at the time of the click for the conversion’s click or impression. Populate this field for the most accurate measurement.
GoogleEnhancedConversions.Gbraid	gbraid	False	gbraid is used for measuring app-to-app conversions with Apple’s ATT framework. gbraid is sent when gclid is absent.
GoogleEnhancedConversions.Wbraid	wbraid	False	wbraid is used for measuring web-to-app conversions with Apple’s ATT framework. wbraid is sent when gclid and gbraid are absent.
GoogleEnhancedConversions.ConversionActionId	conversion_action	True	The provided ID is used to resolve the resource name of the ConversionAction for the click conversion. The conversion action must have a type of UPLOAD_CLICKS, and must exist in the Google Ads conversion customer of the Google Ads account associated with the click.
GoogleEnhancedConversions.LocalTransactionCost	cart_data.local_transaction_cost	False	The sum of all transaction-level discounts, in the currency_code of the ClickConversion.

mParticle includes these values in outgoing events to Google. If these values are set via both custom mappings and custom flags, the custom mapping value will be used.

Custom Event Mappings

This integration also supports Custom Mappings as well. These can be configured for a particular connection within our UI to support both Click Conversions and Conversion Adjustments, given that the latter don’t map one-to-one with a mP event type. This feature allows incoming mParticle events to be mapped to known Google event types, including specific attributes and outgoing parameters.

Enhanced Conversions for Web

To integrate with Google’s Enhanced Conversions for Web functionality, the Enhancement Adjustment Custom Mapping can be configured via the mParticle UI.

As per Google’s docs, each outgoing Enhancement Adjustment event requires the order_id field, even if the gclid is known as well. If not, it will be dropped instead of forwarded. This is in contrast with other supported event types. See Supported Identifiers for more.

Consent

Google Ads has several notions of user-provided consent, only one of which applies to Enhanced Conversions for Leads: ad_user_data. This represents consent for ad user data.

User-specified Consent

To configure user consent forwarding under this value, a mapping should be set-up leveraging mParticle’s notion of ConsentPurposes. To learn more about handling user consent within mParticle’s platform, see the following docs: Data Privacy Controls.

Once a ConsentPurpose is set-up, user consent information can be associated with it in subsequent EventBatches. The ConsentPurpose data mapping can then be configured for downstream forwarding via the User Consent Data Mapping Connection Setting.

Consent Default

In the absence of a user-defined consent value for the ad_user_data field via the ConsentPurpose mapping, a default value can be optionally configured via a separate drop-down setting. When no user consent is provided, the default status is used as specified by the default dropdown setting.

Custom Variable Mapping

All valid incoming events for this integration can optionally specify custom variables to be forwarded along to Google with the given conversion. For this to work, the following needs to occur:

• The given Custom Variables need to be set-up on Google’s end.
• The Custom Variable Mapping setting in Connection Settings needs to be configured to map mP attributes to a given Google Custom Variable.
• The event must not be using a GBRAID or WBRAID identifier.

Settings

Validation

After you save or update a Google Enhanced Conversions configuration, mParticle verifies the provided setting information and makes an API call to validate it for consistency. If there’s any inconsistency between the provided customer IDs and the associated login, an error is displayed to prompt the user to verify and try again.

Configuration Settings

In addition to the settings below, the UI will prompt you to log in to Google via a redirect and grant mP the appropriate access.

Setting Name	Data Type	Default	Description
Client Customer ID	string	null	Your Google Ads Client Customer ID. Please contact your Google TAM or AM to obtain this value.
Manager Customer ID	string	null	The Customer ID of the Google Ads Manager account that manages the Ads account where data will be sent. If you do not use a manager account, this can be left blank.

Connection Settings

Setting Name	Data Type	Default	Description
Merchant ID	string	null	The ID of the associated Merchant Center account.
Merchant Feed Country Code	string	null	The ISO 3166 two-character region code of the Merchant Center feed.
Merchant Feed Language Code	string	null	The ISO 639-1 language code of the Merchant Center feed.
Email Identity Type	enum	null	The Identity Type to forward as the email to Google. It will be hashed before forwarding.
Phone Identity Type	enum	null	The Identity Type to forward as the phone number to Google. It will be hashed before forwarding.
Conversion Environment	enum	Unspecified	Environment of the uploaded conversions, either Unspecified, App, or Web. Google enforces that setting the Conversion Environment is only available to allowlisted Google Ads accounts. Contact your Google rep if you are interested in using this, and use this setting only if your Google account is allowlisted.
User Consent Data Mapping	mapping	null	The mParticle ConsentPurpose mapping. This allows user-specified consent values to be forwarded for the ad_user_data field.
Default Ad User Data Consent Value	string	Unspecified	The default consent value to forward for the Ad User Data field.
Custom Variable Mapping	mapping	null	The mapping of mParticle event attributes to Google Enhanced Conversion custom variables, as defined in Google Ads portal.
Enrich with Cookie Identifiers	bool	False	If enabled, cookie-based identifiers will be stored on a user’s profile, and a batch will be enriched with the most-recently seen identifiers when missing from the batch. Currently, cookie identifiers include only gclid.