Product Linking: Link Customer Match partners and Google Ads

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.

Certain Google-integrated third parties can use a partner API to create Customer Match segments directly in your Google Ads account using your first-party customer data. These types of third-party data platforms include data onboarders, customer relationship management (CRM) services, customer data platforms (CDP) and agencies. Learn more About Use Customer Match partners to upload data.

This article describes how to link or unlink a data platform to help upload your customer data to Google Ads for Customer Match.

Before you begin

Before you can set up Customer Match with a data platform, ensure that the partner you want to send data from is one of the following Google-integrated partners : Acxiom, Adchieve, Adverity, Digital Audience, Epsilon, LiveRamp, Merkury, Sailthru, Wondaris, or Zeotap.

Customer Match is not available for all advertisers. To use Customer Match, your account must meet the following Customer Match policy requirements:

• A good history of policy compliance.
• A good payment history.
• At least 90 days history in Google Ads.

After you’ve linked a Google-integrated partner to your Google Ads account, you’ll be able to send your customer data to your account for Customer Match.

Note: This process is only required for some Customer Match partners. To connect to other partners not listed here, refer to the instructions in Use Customer Match partners to upload data.

Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

How to link a Customer Match partner with Google Ads

Use the following steps to link Acxiom, Adchieve, Adverity, Digital Audience, LiveRamp, Merkury, Sailthru, Wondaris, or Zeotap and Google Ads:

1. In your Google Ads account, click the Tools icon .
2. Click Data manager.
3. Under “Popular products”, find the data platform name and click it. The “Create a link request” window will appear.
4. Enter the link request details.
5. Review the link request and read about the provided information on data sharing and click Authorize.
6. Click Submit.

You are now linked to a Customer Match data platform. Go back to your third-party platform and create your customer lists, then sync them to Google Ads where you can manage them in Audience manager.

The data platform is added to the list: “Connected products”. If you click "Manage & link", you’ll be taken to a page where you can either unlink the data platform or log into your data platform account and set up your customer lists. To leave this page, click the icon next to the data platform name at the top left.

Unlink a Customer Match partner and Google Ads

1. In your Google Ads account, click the Tools icon .
2. Click Data manager.
3. Under “Connected products”, find the data platform name and click Manager & link.
4. Click Unlink in the “Action” column.

Related links

Customer Match Related links

• Use Customer Match partners to upload data

About Product Linking

• About the “Data manager” page and Product Linking
• Google products
• Google partners
• Additional data sources