Sync data from
Azure Synapse to Google Campaign Manager 360
Connect your data from Azure Synapse to Google Campaign Manager 360 with Hightouch. No APIs, no months-long implementations, and no CSV files. Just your data synced forever.
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Integrate your data in 3 easy steps
Add your source and destination
Connect to 15+ data sources, like Azure Synapse, and 150+ destinations, like Google Campaign Manager 360.
Define your model
Use SQL or select an existing dbt or Looker model.
Sync your data
Define how fields from your model map to Google Campaign Manager 360, and start syncing.
Model your Azure Synapse data using any of these methods
dbt Model Selector
Sync directly with your dbt models saved in a git.
Create and Edit SQL from your browser. Hightouch supports SQL native to Azure Synapse.
Select available tables and sheets from Azure Synapse and sync using existing views without having to write SQL.
For less technical users, pass traits and audiences from Azure Synapse using our visual segmentation builder.
Why is it valuable to sync Azure Synapse data to Google Campaign Manager 360?
Thanks to Azure Synapse, it's easier than ever to access your customer data, run complex queries, and segment your customers/users into various categories or audiences.
However, to target users and send conversion data to Google Campaign Manager 360, you need access to all of the unique behavioral data (e.g., last-login date, items in cart, pages viewed, etc.) and core business metrics like lifetime value, workspaces, subscriptions, annual recurring revenue, etc. that lives in Azure Synapse. You then need to be able to package this data to send to Google Campaign Manager 360 in the format expected. Plus, you want to do this in a real-time and automated way.
Google Campaign Manager 360 is only as good as the data you give them, and if you truly want to optimize your ad spend, increase your match rates, and drive conversions, you need to provide custom data from Azure Synapse within your warehouse.
Maybe you want to retarget users who abandoned their shopping cart in the last seven days, or upload a list of high-value customers to identify potential lookalike audiences, or perhaps you want to upload offline conversion events to reduce your customer acquisition costs and increase your return on ad spend.
Why should you use reverse ETL to connect Azure Synapse and Google Campaign Manager 360 data?
In the past, uploading customer data to Google Campaign Manager 360 meant hopping back and forth between your various SaaS applications or asking your data team for CSV files. Neither of these options is preferable because marketing teams want to self-serve, and data teams don't enjoy constantly fulfilling one-off marketing requests.
Even worse, if you truly want to optimize your advertising campaigns, you need to be uploading fresh data consistently. Non-fresh data can be expensive for ads. If you're using CSVs to define who to exclude from paid ads and you're uploading that data weekly, that's potentially one week of irrelevant ads. As a workaround, engineering teams will integrate directly with the Google Campaign Manager 360 API, and build and maintain custom in-house pipelines. The problem is that a single API change can break everything, and data engineers don't want to spend their time building and maintaining pipelines.
With Hightouch, you can leverage the existing data models and customer segments your engineering team has defined in your warehouse and sync that data directly to your ad platforms in real time. You can schedule your data syncs to run automatically, on a set cadence, or even for the exact duration of your marketing campaign. Hightouch lets your data teams establish the guardrails for your marketers to self-serve and build custom audiences through a drag-and-drop interface.
Use customer data to decide which ads and content to serve them
Unlock cross-channel and device targeting by syncing customer data
Get a 360 view of your customers across all their marketing touch points (consolidated tracking and reporting)
About Azure Synapse
Azure Synapse is an analytics database developed and marketed by Microsoft as part of its Azure cloud computing platform.Learn more about Azure Synapse
About Google Campaign Manager 360
Campaign Manager 360 (CM360) is Google’s unified platform for advanced ad-serving, measurement, and reporting.Learn more about Google Campaign Manager 360
Other Azure Synapse Integrations
Other Google Campaign Manager 360 integrations
Hightouch Playbooks: Best practices to leverage reverse ETL
Read more about Hightouch
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increase in return on ad spend
improvement in email engagement
lift in customer acquisition