Customer Match lets you serve ads based on data about your customers that you share with Google. With Customer Match targeting, you can also reach new users by targeting similar audiences to your most valuable customers.
How Customer Match works
Starting early March 2024, Customer Match lists activated on Google Partner Inventory or third-party exchange websites in the European Economic Area (EEA) will no longer be available for web and app. Google Ads and Display & Video 360 will continue to enable advertisers to use their own first-party data (as well as custom and expanded audiences) across Google’s owned & operated (O&O) properties.
Overview
- You upload a data file of contact information your customers have given you.
- You create or update an existing line item to target your Customer Match audience.
- When those users are signed into their Google account on YouTube, they see your YouTube ads.
For more information about how Google uses the data files you upload for Customer Match and how the matching process works, please read How Google Marketing Platform uses Customer Match data. All accounts using Customer Match must comply with our Customer Match policies.
Membership duration
Customer Match lists don’t expire, and membership duration is unlimited by default. You can control how long your customers are kept in a Customer Match audience. We recommend refreshing your list regularly.
Similar audiences
Similar audience targeting based on your Customer Match audiences will be automatically created if your Customer Match audiences meet minimum eligibility criteria. When a similar audience is available, you will see it under first-party audience list targeting in your YouTube ad groups.
User choice and control
Google users can control the ads they see on Google services, including Customer Match ads, in their Google Ad Settings.
Upload data files and target your Customer Match audience
Step 1: Upload Customer Match data files
- In your Display & Video 360 advertiser, go to Audiences on the left menu, then select All audiences.
- Click New Audience and choose Customer match.
- Enter a name for your list and an optional description.
- Select a Data type from the drop-down list:
- Contact info
- Mobile Device IDs: Select the mobile app platform and browse for your specific app name. You can select only one app per list upload that matches with the type of IDs being uploaded.
Note: For connected TV (CTV), select Mobile Device IDs from the drop-down list, then choose a mobile app platform and browse for your specific app name. You can only select one app per list upload.
- Upload a file by dropping a file or by clicking Browse.
Basic formatting guidelines
- Your data must be in a CSV file. Use a template or create your own file using a combination of the following header names in English: "Email", "Phone", "First Name", "Last Name", "Country", and "Zip".
- If you’re uploading mobile device IDs, it must be a separate file with “Mobile Device ID” as the only header.
- To keep your data secure, you can hash your customer data yourself using the SHA256 algorithm.
- Note that hashed mobile device IDs are not supported.
- Minimum number of entries/rows: 100 30-day active users.
- Maximum CSV file size: 5 GB
- Minimum user threshold: Display and Gmail = 100, Search and YouTube = 100
Column formatting guidelines
- Email address matching: Use “Email” as the column header name in your data file.
- Phone matching: Use “Phone” as the column header name in your data file.
- Mailing address matching: For mail address matching, your data file must contain these 4 column headers: “First Name,” “Last Name,” “Country,” and “Zip.” If any of the required column header names are missing, your upload will likely result in an error.
- Combined email address, mailing address, and phone matching: Your file must contain these 6 column headers: “Email,” “Phone,” “First Name,” “Last Name,” “Country,” and “Zip." If you have multiple email addresses, mailing addresses, or phone numbers for a single customer, your file may include multiple “Email,” “Zip,” or “Phone” columns.
- Mobile Device ID matching: Use "Mobile Device ID" as the only column header in your data file.
Formatting guidelines for uploading unhashed data
If you upload a list of contact information in plain text, Display & Video 360 will hash them using the industry-standard SHA256 algorithm. Hashing takes into account capitalization and spaces, so you'll need to make all characters in each entry lowercase and remove any extra spaces before or after each entry.Email - Include a domain name for all email addresses (for example, gmail.com or hotmail.co.jp)
- Remove any spaces in between the email address
For example:
Phone - Include the country code
For example:
- 1 (234) 567-8910
- 81-12-3456-7891
- 02 1234 5678
First name - Don’t include prefixes (ex: Mrs.)
- Accents are allowed
For example:
- john zoë
Last
name- Don’t include suffixes (ex: Jr.)
- Accents are allowed
For example:
- smith
- smith-jones
- pérez
Country - Use ISO two-letter country codes
- Include the country code even if all of your customer data is from the same country
For example:
- US for United States
- SG for Singapore
Zip - Both US and international zip and postal codes are allowed
- For United States:
- 5 digit codes are allowed
- 5 digits followed by 4-digit extension are also allowed and may improve your match rate
- For all other countries:
- Leave out postal code extensions
For example:
- 94303
- 94303-5300
- WC2H 8LG
Mobile Device ID - Use a single column labeled "Mobile Device ID"
- Your file should only contain Mobile Device ID data, no other data types are accepted with Mobile Device ID data
- 540-day maximum membership duration
Formatting guidelines for uploading hashed data
If you prefer to upload hashed entries, you must use the SHA256 algorithm. Learn more. Note that hashed mobile device IDs are not supported.Email - Include a domain name for all email addresses (for example, gmail.com or hotmail.co.jp)
- Lowercase all characters
- Remove any extra spaces before, after, or in between the email address
For example:
Phone - Format phone numbers using the E.164 format
- Include the country code
For example:
- 1 (234) 567-8910
- 81-12-3456-7891
- 02 1234 5678
First name - Don’t include prefixes (ex: Mrs.)
- Accents are allowed
- Lowercase all characters
- Remove any extra spaces before, after, and in between
For example:
- john
- zoë
Last
name- Don’t include suffixes (ex: Jr.)
- Accents are allowed
- Lowercase all characters
- Remove any extra spaces before, after, and in between
For example:
- smith
- smith-jones
- pérez
Country Don’t hash Country data
- Use ISO two-letter country codes
- Include the country code even if all of your customer data is from the same country
For example:
- US for United States
- SG for Singapore
Zip Don’t hash Zip data
- Both US and international zip and postal codes are allowed
- For United States
- 5 digit codes are allowed
- 5 digits followed by 4-digit extension are also allowed and may improve your match rate
- For all other countries
- Leave out postal code extensions
For example:
- 94303
- 94303-5300
- WC2H 8LG
- Click Edit data use settings to modify data use across Google services. By default, all Google services will receive the lists of consented users you upload. You can update this setting to select specific Google services at any time. Any changes made will be applied to all data sources and are not limited to Customer Match data uploads.
- Review that your upload complies with the Platform program policies and Customer Match policies. You must obtain consent for such sharing where required by law or any applicable Google policies governing personalized ads and/or user consent including Google’s EU User Consent Policy.
If you agree, check the box “Company certifies that it has complied with data use in personalized ads on Google Search, Gmail, and YouTube”.
- Note: You must upload only consented data via this manual upload.
- Optional: Choose an Expiration date for the contact information in the list. The default membership duration is unlimited.
- Review that your upload complies with the Platform program policies and Customer Match policies.
- Click Save. Your list will start processing after it’s uploaded. This may take up to three hours to complete.
Step 2: Target your Customer Match audience in your YouTube & partners line item
- From a new or existing line item, navigate to the Ad groups section.
- In the Targeting section, select Add targeting > Audience lists.
- From the 1st Party tab, select the name of your Customer Match audience.
- Click Done and continue setting up your YouTube & partners line item.
- Save your YouTube & partners line item.
Updating phone numbers, street addresses, and email addresses in your Customer Match audience
We strongly recommend updating your Customer Match audiences regularly so that you are targeting customers that are most valuable to your business.
You can append new phone numbers, street addresses, email addresses, and Device IDs to an existing Customer Match audience by editing the Customer Match list members.
Edit Customer Match list members
- From your Display & Video 360 advertiser, click Audiences in the left menu
- Click the Customer match list you’d like to edit.
- Select if you’d like to edit list members. You have the option to:
- Keep list members the same
- Add more customers
- Remove specific customers
- Specify the customers you’d like to add or remove in a CSV file and upload. Upload your CSV file by dragging and dropping it, or click Browse to select a file from your computer. See formatting guidelines
- Check the box to confirm that your Company certifies that it has complied with data use in personalized ads on Google Search, Gmail, and YouTube.
- Click Save.