Event

Google Marketing Platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place.

Supported Features

• Attribution

Prerequisites

In order to enable mParticle’s integration with Google Marketing Platform, you will need an account with Google Marketing Platform Data Manager to obtain your Advertiser ID.

You will also need to enable third party tracking for your advertising account and obtain an Authorization Token.

mParticle’s Marketing Platform integration requires that mParticle events be mapped to ‘Activities’ created in Floodlight. See Google’s documentation on Activities here. You will need to know the Activity Tag String and Group Tag String for each activity you want to forward from mParticle.

You can also set up Custom Variables in Floodlight.

When you setup the connection in mParticle, you need to enter at least one event mapping or no data will be sent. To map install or custom events, you need to enter the Group Tag String and the Activity Tag String, separated by a ;. For example: ‘conversion_group;log_in’.

Similarly, you can map mParticle attributes to your Floodlight Custom Variables.

Data Processing notes:

Forwarding event data to Google Marketing Platform requires the following fields:

• App Package Name
• Device Advertising ID IDFA for iOS GAID for Android
• User Agent

If any of this data is missing from an event, it cannot be forwarded.

Event Details

• An install event is forwarded for each Application State Transition event of type application initialized, with isFirstRun set to true.
• mParticle will extract the quantity and revenue from eCommerce purchase events and forward to Google’s qty and cost variables. However, individual attributes of products cannot be forwarded.

Setting Counters on Web

For web, we integrate with Floodlight using Google’s Global Site Tag (gtag.js) SDK. This requires a counting method to be passed to each event to correctly track the conversions.

To customize the counting type, pass a custom flag of DoubleClick.Counter into the mParticle method’s customFlag argument. For more information on each counting method, click here.

Example:

var attributes = {color: 'blue'};
var customFlags = {'DoubleClick.Counter': 'standard'};
mParticle.logEvent('foo', mParticle.MessageTypes.Other, attributes, customFlags);

Consent

Google Marketing Platform, which uses Google’s gtag, has added specific Consent Mode parameters that must be sent via gtag implementation: ad_user_data, ad_personalization, ad_storage and analytics_storage when sending events. For Google Marketing Platform, the ad_personalization consent type is mapped to GMP’s npa (non-personalized ads) consent type such that if ad_personalization consent is set as GRANTED, npa will be set to 0 (which indicates user consent to ad personalization) and vice versa.

User-specified Consent

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

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

Consent Defaults

In the absence of a user-defined consent value for the ad_user_data, ad_personalization, ad_storage, and analytics_storage fields via the Consent Purpose mapping, a default value can be optionally configured via a separate drop-down setting for each consent type. When no user consent is provided, the default status is used, if specified. If omitted, the Unspecified status will be sent.

Caution: It is recommended that in the long term, you set up user-specified consent through the Consent Purpose mapping, such that the user consent is correctly forwarded to Google. It is your responsibility as a Data Controller to stay compliant under the GDPR, and set up user consent collection for downstream forwarding. The consent default setting may be deprecated in the future.

Configuration Settings

Connection Settings