The 'Linked accounts' page under Admin has been moved to 'Data manager' under Tools . Google Ads Data Manager is a data import and management tool with a point-and-click experience that lets you bring your customer data from outside of Google and activate it in Google Ads. Learn more About Data manager.

Customer Match lets you target ads to your customers using the data that they share with you. You can create a CSV file including customer data and upload it into Google Ads or you can connect a new data source to incorporate this targeting into your campaigns. This article explains how to upload your data files to create customer lists.

To successfully use your customer data file, it’s important to ensure that you format your file correctly. If you run into any issues with the upload process, learn how to fix customer list issues.

Before you begin

For an overview of how Customer Match works, refer to About Customer Match.

For more information about how Google uses the data files that you upload and how the matching process works, visit How Google uses Customer Match data.

Instructions

The following instructions will guide you through the process of connecting a new data source to create a new customer list.

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop-down in the section menu.
3. Click Audience manager.
4. Click the plus button to create a new segment.
5. Select the Customer list from the drop-down menu.

6. Under Data source, select Connect a new data source and select from the list of data sources.

7. To map fields, select the data source fields from the drop-down lists that match the destination fields and click Continue.
   • Optional: To apply transformations, click and Transform.
8. Click Next.
9. Enter a name for this connection.
   • Optional: Edit connection details.
10. Click Finish.
11. Enter a name for the segment, confirm policy compliance, then click Save and continue.

Bear in mind

Membership duration

Customer Match lists have a maximum membership duration of 540 days. Any list memberships added or refreshed more than 540 days ago will no longer be eligible. To stay eligible, a list must have at least 100 members added or updated within the last 540 days. We recommend regularly refreshing your Customer Match lists. You can refresh your Customer Match lists through several methods, including continuous syncing with third-party CRMs or manual uploads.

Data sharing across accounts

You can share audience segments across multiple managed accounts if:

• You have a Customer Match segment or Similar segment in your manager account, or
• A client account shares their Customer Match segment or Similar segment with your manager account.

All accounts using a Customer Match segment must comply with the Customer Match policy. Google doesn't allow sharing or usage of this data outside of your managed account. Only account owners and administrators with administrator access may add or remove customer data from Customer Match segments.

Similar segments

Similar segment targeting that is based on your Customer Match segments is available for Search, YouTube, Gmail and Display. These similar segments will be automatically created if your Customer Match segments meet the minimum eligibility criteria. You can use a similar segment the same way that you'd use a Customer Match or your data segments: by adding it to an ad group or campaign.

When a Similar segment is available, it will show the segment size on each available network in your 'Audiences' table. Once it's active, you can add your Similar segment list to your targeting. If a segment says 'Incompatible' in one of the columns, that means that the segment isn't able to target that property.

Zapier Customer Match integration

You can integrate your customer relationship management (CRM) system data sources with Customer Match using Zapier as your integration partner.

Zapier automatically uploads new contact details from your CRM system, eCommerce or marketing automation tool where you collect a user's information to your Google Ads customer lists. This means that you don’t have to manually upload contacts to Google Ads, sort them into the right lists or remove them from a list. You can automatically keep your uploaded customer lists refreshed and in sync with your CRM.

Using the Google Ads API

Account owners or administrators can also use the Google Ads API to upload data files and manage their Customer Match segments. Advertisers can upload a data file, add or remove customer data or edit configurations through the API. To learn more, visit your data section of the Google Ads API on the Google Developers website.

Conversion-based customer lists

You can opt in to conversion-based customer lists at the account level in Google Ads by going to account settings and ticking the box next to 'Turn on conversion-based customer lists'. Once you opt into conversion-based customer lists, Google will generate Customer Match lists for each specific conversion goal (e.g. purchases). These lists will be categorised as automatically created conversion-based customer lists in Audience manager. These lists will be updated in real-time as hashed user-provided data, as new conversions are captured.

Upload a customer data file

The following instructions will guide you through the process of uploading a customer data file to create a new customer list.

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop-down in the section menu.
3. Click Audience manager.
4. Click Your data segments tab on top of the page.
   • Note: If you choose 'Turn on conversion-based customer lists' in your account settings, you will see customer lists here generated for you by Google for each specific conversion goal.
5. Click the plus button to create a new segment.
6. Select Customer list from the drop-down menu.
7. Choose a name for your new segment.
8. Upload your new CSV file.

9. If you agree, tick the box 'This data was collected and is being shared with Google in compliance with Google's Customer Match policies'.
10. Set a membership duration. The maximum duration is 540 days.
11. Click Upload and create.
12. You can assess the progress of uploading your data file under 'Audiences lists'. This process may take up to 48 hours to complete.
13. Once your data has uploaded, you’ll be directed to a file upload success page. It will provide information about the number of rows that successfully uploaded and your match rate percentage.

Link Customer Match partners when creating a customer list

You can connect your Customer Match partners when creating a customer list. To learn how to link a Customer Match partner when creating a new customer list, refer to the following instructions.

Related links

• Fix Customer Match issues with segment upload, small segment size or low volume
• Customer Match policy
• How Google uses Customer Match data
• How Google Marketing Platform uses Customer Match data
• Customer Match audience
• Format your customer data file