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Google Marketing Platform Offline Conversions helps marketers plan, buy, measure and optimize digital media and customer experiences in one place.
This integration utilizes Google’s Campaign Manager 360 API.
mParticle’s Google Marketing Platform Offline Conversions integration maps mParticle events to Floodlight activities. Event and user attributes can also be mapped to Floodlight Custom Variables.
In order to enable mParticle’s integration with Google Marketing Platform, you will need to have the following in Google:
See Google’s docs here for more information.
Events will be forwarded to Google Marketing Platform Offline Conversions if all the following are true:
These fields are set for events of all supported types.
| Google Field | mParticle Field | Description |
|---|---|---|
| Mobile Device ID | IDFA or Google Advertising ID (GAID) | Set to GAID if provided. Else, set to IDFA if provided. |
| Google Click ID | Google.ClickId Custom Flag |
See more information on custom flags here. |
| Treat for Underage | Variable Mapping setting |
This can be set to a user attribute or event attribute based on the Variable Mapping setting. See variable mapping for more information. |
| Child Directed Treatment | Variable Mapping setting |
This can be set to a user attribute or event attribute based on the Variable Mapping setting. See variable mapping for more information. |
| Limit Ad Tracking | Variable Mapping setting |
This can be set to a user attribute or event attribute based on the Variable Mapping setting. See variable mapping for more information. |
| Non-Personalized Ad | Variable Mapping setting |
This can be set to a user attribute or event attribute based on the Variable Mapping setting. See variable mapping for more information. |
Commerce events contain all the user data fields described in user data mapping as well as the fields below. Note, commerce fields can be set via variable mapping for events of all type.
| Google Field | mParticle Field | Description |
|---|---|---|
| Value | Variable Mapping setting or the total_amount field |
This can be set to a user attribute or event attribute based on the Variable Mapping setting. See variable mapping for more information. If no mapping is configured, this will be set to the total_amount field. See here for more information. |
| Quantity | Variable Mapping setting or the quantity field |
This can be set to a user attribute or event attribute based on the Variable Mapping setting. See variable mapping for more information. If no mapping is configured, this will be set to the sum of the quantity fields for all products on the event. See here for more information about the field. If none of the above are set, this will be set to 1. |
Many fields can be set via the Variable Mapping setting. This setting allows you to map a user attribute or event attribute to a variety of fields. See user data mapping and commerce data mapping for info about specific fields that can be set in Google.
mParticle will also map attributes to Floodlight custom variables.
Some important notes:
mParticle events are mapped to Floodlight activities via the Event Mapping setting. This setting allows you to specify an event and provide a Floodlight activity ID for that event.
Some important notes:
Note: To adhere to the EU user consent policy, starting March 2024, Google is enforcing the consent field to be populated for EU users. You can read the announcement from Google here.
Google Ads has several notions of user-provided consent, only one of which applies to Google Marketing Platform: ad_user_data. This represents consent for ad user data.
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.
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.
| Setting Name | Data Type | Default Value | Description |
|---|---|---|---|
| Profile ID | Integer |
The ID associated with the user profile for this account. |
| Setting Name | Data Type | Default Value | Platform | Description |
|---|---|---|---|---|
| Floodlight Configuration ID | Integer |
All | The Floodlight Configuration’s ID. | |
| Variable Mapping | Custom Field |
All | Allows you to map your mParticle event attributes and user attributes to the corresponding variables setup in Floodlight. See variable mapping. | |
| Event Mapping | Custom Field |
All | Allows you to map your mParticle events to the corresponding activity ids in Floodlight. See event mapping. | |
| User Data Consent Mapping | mapping |
null | All | A mapping of mParticle consents to Google ads_user_data consent. |
| Default Ad User Data Consent | string |
Unspecified | All | The default consent value to forward for the Ad User Data field. |