***Please note that Integromat evolved into Make in February 2022. All content for Integromat is also valid for Make.***

Integromat is a super powerful tool for automating your marketing workflows. However, the term “marketing” can mean many things. In the generic form, “marketing automation” with Integromat is usually about pushing contacts from a source system or form to a marketing automation platform which mostly sends out emails, email sequences, texts, and notifications. While these use cases are cool I don’t want to talk about them now. In this article, I want to cover use cases and APIs supported by Integromat to make your life easier when managing paid campaigns on Google Ads, Facebook, LinkedIn etc.

I will cover these areas:

1. Campaign Management
2. Lead Forms
3. Audience Management
4. Conversion Uploads
5. Feed Management
6. Reporting

For each area, I will list Integromat apps which can help you get your jobs done. I will also try tp provide a few use cases.

Campaign Management

At this point, Integromat only supports Google Ads Campaign Management app. If you master the app, you can control and totally automate you Google Ads campaign management – especially with the Make an API Call module. This link already shows a few prebuilt templates which demonstrate the power of Integromat.

Lead Forms

The “lead form” ad type/extension has grown in popularity in the recent years, with Integromat, you can collect leads in real time in these networks:

• Google Ads Lead Forms
• Facebooks Lead Ads
• LinkedIn Lead Gen Forms

With the lead form apps, you can collect lead submissions in real time and push them to your CRM or spreadsheets like Google Sheets, MS Excel, or Airtable (all supported by Integromat).

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Audience Management

When it comes to audiences, Integromat can add members to audiences in:

• Google Ads Customer Match
• Facebook Custom Audiences 
• LinkedIn Matched Audiences

Typical use cases involve pushing contacts from your CRM or lead forms into audiences in the marketing platforms.

Conversion Uploads

Thanks to the ongoing cookie apocalypse, the conversion uploads are becoming a hot topic. Even here, Integromat can help you out with these apps:

• Google Ads Conversion Uploads
• Facebook Offline Conversions
• Facebook Conversions API
• LinkedIn Offline Conversion

With the apps above, you can upload your conversion without having to deal with pixels and web tracking. The platforms have different requirements on what information needs to provided when uploading a conversion but the general idea is to capture “good events” in your CRM and push them as conversions to the marketing platforms. Note for Google Ads, you will need to provide GCLID when uploading the conversion which means that you need to start capturing the GCLID and storing it into a custom field in your CRM when the lead comes (typically when a web form is submitted).

Feed Management

When it comes to your e-commerce store, Integromat can only help you with management of your Google Shopping. Let’s hope, Facebook Catalogs will get also supported 🙂

You can start listening for new products in your online store and then have these products pushed to your product feed in Google Ads in real time.

Reporting

I feel like reporting has been a very underestimate area. However, once you start diving into Integromat, you will realize that it can replace Supermetrics to certain extent. Of course, Integromat is more difficult to configure BUT it’s also much cheaper than the cheapest Supermetrics license. So if your are a technical person, you start using these apps on Integromat:

• Google Ads Campaign Management: Make an API Call to run a GAQL query.
• Facebook Insights to pull your campaign stats
• Google Analytics
• Google My Business to pull your company listing stats (note that a special whitelist is needed from Google to access the API)
• SEMRush

Conclusion

There are many tools on the market doing similar things which Integromat can do. The problem is that you need to individually buy those tools to cover each area – so you likely have a tool for managing your feed and then you have another tool for reporting and these tools don’t come cheap. With Integromat, you can many things done just for one monthly price.

Also, if you need to manage an API which is currently not natively supported by Integromat, it’s likely accessible via the generic HTTP module (but that requires a bit of knowledge).

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