Offline conversion for Facebook with Application Integration on the Google Cloud Platform

Recently, a new Application Integration product appeared in GCP. It is something like Make (Integromat), but with close integration with other Google products.

This is an opportunity to create your pipeline with an API call, data transformation, use loops, and other logical constructions.

The interface is interactive but still raw, with bugs. But it’s an excellent tool that, without code, can significantly speed up the creation of various marketing automation.

Pricing

If we compare the prices with volumes of less than 800,000 operations, Application Integration is two times cheaper.

Intergromat pricing

Application Integration pricing

An example of automation for Facebook offline conversion

If you have a task to transfer the fact of conversion to Facebook with your logic, GCP can help with this.

First, you need to configure the transfer of the value of the fbp/fbc cookie as user properties in Google Tag Manager. You can do it in the configuration tag for GA4:

Where the type of fbp/fbc variable is first-party cookies:

After that, you need to enable data upload from Google Analytics 4 to Google BigQuery. You can do it in the settings from the side of Google Analytics.

Here is the code to create a table with connected to Application Integration:

fb_offline_conv_application_integration/ga4_fb.sql at main ·…

Then we go to https://console.cloud.google.com/integrations/ and create a new integration. Along the way, include all the necessary APIs and download the configuration file:

You also need to integrate with Google BigQuery in the from_bq module, make changes to fb_url, specify your pixel, add a token, and publish.

After that, you run it and see the result: