Google Ads takes care to preserve the confidentiality and security of your data and aims to provide clear information about the limited ways this data is used. Your data is kept confidential and secure using the same industry-leading standards that Google uses to protect its own users’ data.
On this page
- Customer data policies
- How Google uses Customer Match data
- How Google uses enhanced conversion data
- How Google uses conversion and other event data
- How Google uses store sales data
Customer data policies
This policy applies to advertisers using enhanced conversions for web, enhanced conversions for leads, store sales (uploads), or Google-engaged audiences.
Examples of where you can collect customer data:
- Customers who purchased an item from your website, app, or physical store
- Customers who registered to receive marketing messages
- Customers who requested more information
- Customers who requested quotes from you
- Customers who signed up for an account
- Customers who signed up for your loyalty program
Conversions related to sensitive categories can’t be used for measurement in enhanced conversions or store sales uploads.
You may not upload information that is prohibited by law, including information about minors. Don't upload any data that you know relates to individuals under the age of 13 or that was collected from any site or app that’s directed to children under the age of 13.
Learn more about Google Ads’ Customer data policies.
How Google uses Customer Match data
Google Ads Customer Match lets you use the information your customers shared with you to reach them where they are. Ads are shown to your customers based on the data you share about these customers with Google.
The customer data files you upload will only be used to match your customers to Google accounts and to ensure your Google Ads Customer Match campaigns comply with Google Ads’ policies.
Learn more about How Google uses Customer Match data.
How Google uses enhanced conversion data
Google Ads enhanced conversions for web allows you to measure online conversions driven by Google Ads using your first-party data like purchases and leads. Google is committed to protecting the confidentiality and security of the data you share with us.
When you enable Google Ads enhanced conversions for web or enhanced conversion for leads, your Google tags may automatically detect user-provided data from your website, and this first-party data will be uploaded to Google for use as described in this article. You can change how your Google tags detect user-provided data any time by following the instructions to set up enhanced conversions for web using the Google tag or set up enhanced conversions for web using Google Tag Manager.
Learn more about How Google uses enhanced conversion data.
How Google uses conversion and other event data
Google is aware of the importance and sensitivity of conversion and other event data (“event data”) to our advertisers. Google uses event data for campaign performance reporting in your account, as an input for features such as Target CPA and other automated bid strategies to improve campaign performance, in analyzing and reporting the value of your customers, and in aggregate for the benefit of advertisers.
It's Google's policy to restrict access to event data, both inside and outside Google. Advertiser-specific event data isn’t shared with other advertisers unless authorized by the advertiser.
Learn more about How Google uses conversion and other event data.
How Google uses store sales data
Google Ads store sales measurement allows you to measure how offline sales are influenced by ad campaigns Google has carried out on your behalf in a privacy-safe way. The data files you upload will be used to match your customers to Google accounts and report the offline sales influenced by campaigns that Google has run on your behalf using its ads products.
Learn more about How Google uses store sales data.