Two integration surfaces, one contract
Tealium integrates in two places: client-side through iQ tags, and server-side through EventStream and AudienceStream connectors. Healthy estates treat both as consumers of the same contract - the data layer and event specification - so that a destination moved from browser to server receives the same fields with the same meanings. When each connector carries its own improvised mapping, cross-platform reconciliation becomes archaeology.
The integrations we are asked about most
| System | What good looks like |
|---|---|
| Google Analytics 4 | Server-side event delivery with a mapped schema, consent-aware, reconciled against the client-side baseline before cutover |
| Adobe Analytics | Data layer mapped to the report suite's variable model deliberately - not one improvised processing rule at a time |
| Salesforce Marketing Cloud | AudienceStream audiences and attributes synced with explicit identity keys and suppression logic - not raw event dumps |
| Snowflake | Specified event stream landing in modeled tables; schema changes versioned with the taxonomy |
| BigQuery | Same discipline as Snowflake - the warehouse receives the specification, not per-vendor exports to reconcile later |
| Shopify | Ecommerce events (product, cart, checkout, purchase) standardized through the data layer so every destination agrees on revenue |
Integration governance
- A connector registry: every destination, its owner, the fields it receives, and why.
- Identity keys made explicit - which identifier joins your CRM sync, your ad audiences, your warehouse rows. Mismatched keys are the quiet killer of enterprise reporting.
- Minimization by default - destinations receive the fields they need, not the whole event.
- Runtime verification - each connector's actual payloads captured and diffed against the mapping document.
Field note: the connector count in an estate is usually double what the team lists from memory - integrations accumulate and nothing removes them. The registry is the fix, and the quarterly review keeps it true.