Store sales (direct upload) policies

This policy applies to advertisers using Store sales (direct upload) for Search, Display, and Video campaigns.

Collecting customer information

Unless you are a product manufacturer (see below), when using Store sales (direct upload), you may only upload first-party data, which is defined as customer information gathered from your websites, apps, physical stores (including offline transaction data), or other situations where customers shared their information directly with you. 

For product manufacturers: If you are a product manufacturer that does not directly sell your products to customers, you may upload customer information collected by a retailer that sells your products (where customers share their information directly with the retailer). You must (1) ensure in writing that the retailer complies with these policies, and (2) where required by applicable laws, have written agreements in place with such retailers.

If a third party who you have authorized uploads data into your Google Ads account on your behalf (“Third Party Uploader”), then you must also (1) ensure in writing that the Third Party Uploader complies with these policies, and (2) where required by applicable laws, have written agreements in place with such Third Party Uploaders. 

Examples of where you can collect customer data

  • Customers who purchased an item from your website or physical store.
  • Customers who registered to receive marketing messages through your apps.
  • Customers who signed up for your loyalty program.


  • Ensure that you disclose to customers (for example, in your privacy policy) that you share their information with third parties to perform ad measurement services on your behalf, and that you obtain customer consent for such sharing and use where legally required.
  • Comply with all applicable laws and regulations, including any data protection or privacy laws, as well as self-regulatory or industry codes that may apply.
  • You may not upload information that is prohibited by law, including information about minors. Don't upload any data relating to individuals under the age of 13 or that was collected from any site or app directed to children under the age of 13.
  • You may not upload transaction information related to the sensitive categories, described below. You may only use Google’s approved API or interface to upload customer information.
  • If you instruct Google to automatically generate Customer Match lists using the data you upload, you must also comply with Customer Match policies.

Restrictions on sensitive categories

Transactions related to sensitive categories can’t be used in Store sales (direct upload).

Sensitive categories include:

  • Interest or participation in adult activities (such as alcohol, gambling, adult dating, adult entertainment, pornography)
  • Sexual behavior or orientation
  • Racial or ethnic information
  • Political affiliation
  • Trade union membership or affiliation, such as trade union membership purchases
  • Religion or religious belief, such as people's affirmative information on religion or religious beliefs
  • Negative financial status or situation, such as information indicating that a user has a low credit rating or high debt load
  • Health or medical information, such as purchases of medical services, prescription drugs or medical devices
  • Status as a child under 13
  • The commission or alleged commission of any crime, such as information indicating that a user has a criminal record
  • Divorce or marital separation, such as transactions related to divorce counseling
  • Any other products prohibited by the Google Ads policies

What happens if you violate our policies

Compliance review: We may review your business for compliance with the Store sales (direct upload) policy at any time. If we contact you to request information related to compliance, you're required to respond in a timely manner and swiftly take any corrective action needed to comply with our policies. If you’re a manager account, we may also contact your managed accounts to verify compliance.

Notification of non-compliance: If we believe that you're violating Store sales (direct upload) policy, we'll contact you to request corrective action. If you fail to make the requested corrections within the time period given, you may be denied the ability to use Store sales (direct upload), or your access to your Google Ads accounts may be suspended. In cases of serious or repeated violations, your account may be suspended immediately and without notification. Learn more about suspended accounts

User choice and control

Google users can control how their data is used by adjusting their "Web and App Activity" settings in My Activity. Learn more about how to see and control your search activity.

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