Google Marketing Platform


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


In order to forward an mParticle audience to Google Marketing Platform, mParticle must be “whitelisted” for access to your account. The steps to link your accounts can be found in the Link external data management platform to Display & Video 360 to share audience lists topic.

If you need assistance, you can reach out to your Google Technical Account Manager (TAM) or Account Manager (AM) to walk you through the whitelisting process. You will need to create a separate configuration for each Google Product that you’d like to forward your audiences to.

User Identity Mapping

When forwarding audience data to Google, mParticle will send IDFAs and Google Advertising IDs.

Membership Duration

Google Marketing Platform’s lists have a membership lifespan - that is, a maximum amount of time a member stays on the list without requalifying. Default membership lifespan is 30 days but can be set up to 540 days. For example, If you define an audience based on viewing a particular screen, and your membership lifespan is set to 30 days, a new member will only remain in your Google Marketing Platform list for 30 days, unless they view the screen again, at which point the 30 day timer will reset.

Upload Frequency

The Google Marketing Platform Audience Integration uses Bulk Forwarding. Bulk Forwarding means that, instead of uploading updates to an audience in real time, mParticle compiles updates into a queue until either a given amount of time has passed since the last upload, or until a certain number of updates are waiting to be sent.

By default, mParticle uploads to Google Marketing Platform whenever at least one of the following conditions is met:

  • 3 minutes have passed since the last update.
  • The total size of queued messages exceeds 5.25MB.

Upload frequency can sometimes be adjusted. Reach out to your mParticle Customer Success Manager if you need to discuss upload frequency.

Google has several notions of user-provided consent. One of these apply to Google Marketing Platform Audience: process_consent.

The consent mapping can be configured for downstream forwarding via the Process Consent connection setting. The setting is default set to True to send data downstream as consented indicating proper legal consent has been gathered to share data with Google.

Note: If Process Consent is False, Google will not process incoming user data and requests will be dropped. This includes, but is not limited to, abiding to Google’s EU User Consent Policy. For collected user data which is not subject to affirmative end-user consent, partners are still required to indicate a valid legal basis for sharing data by setting Process Consent to True.

Configuration Settings

The table below describes the configuration settings for each audience integration account. You will need to create a separate integration account for each Google ad product that you’d like to forward your audiences to.

Setting Name Data Type Default Value Description
Client Customer ID string Your Google Marketing Platform Client Customer ID. Please contact your Google TAM or AM to obtain this value. For DFP, this is the Audience link ID.
Product string ADX Buyer The Google Ad Product you would like to forward audience data to.
Partner Provided ID Type string None The identity mParticle should send to Google as a Partner Provided Identity (PPID).

Connection Settings

Setting Name Data Type Default Value Description
Membership Lifespan int 30 The number of days that users remain as part of an audience list after they’re added, if they take no further action that renews their membership. A minimum of 30 and a maximum of 540 days are accepted.
Process Consent bool true If enabled, the Process Consent will be forwarded as true to Google for these users.

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