Create a customer list

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll see the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place, the “Audiences” tab within the left page navigation menu. You can also easily manage your Audiences from this report page. Learn more About Audience reporting
  • New terms
    We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include similar, custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the Updates to Audience terms and phrases

Customer Match lets you target ads to your customers using the data they share with you. You create a CSV file including customer data and upload it into Google Ads to incorporate this targeting into your campaigns.

To successfully use your customer data file, it’s important to ensure that you format your customer data file correctly.

If you run into any issues with the upload process, learn how to fix customer list issues.

This article explains how to upload your data files to create customer lists.

Before you begin

For an overview of how Customer Match works, read about Customer Match.

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


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

  1. Click the tools icon Google Ads | tools [Icon] in the top right corner of your screen.
  2. Under the section labeled “Shared library” click Audience manager.
  3. Click Audience lists from the Page Menu on the left.
  4. Click the plus button to create a new audience list.
  5. Choose “Customer list.”
  6. Choose whether to upload a plain text data file or a hashed data file.
    • If you choose to upload customer data in plain text, the private customer data in your file (Email, Phone, First Name, and Last Name) will be hashed on your computer using the SHA256 algorithm before sending it securely to Google's servers. Country and Zip data won’t be hashed.
    • If you choose to hash your data, make sure it meets the requirements described in the formatting guidelines for customer list data files.
  7. Choose your new file.
  8. If you agree, check the box “This data was collected and is being shared with Google in compliance with Google's policies.”
  9. Set a membership duration. The default membership duration is unlimited, but you can set a custom time limit.
  10. Click Upload and create list.
  11. You can view the progress of uploading your data file under "Audiences lists". This process may take up to 48 hours to complete.
  12. Once your data has uploaded, you’ll see a file upload success page. You’ll see information about the number of rows that successfully uploaded and your match rate percentage.

Keep in mind

Membership duration

Customer Match segments don't expire, so membership duration is unlimited by default. You can control how long your customers are kept in a Customer Match segment, but it's best to refresh your segment regularly. Google Ads will send you an email if your segments haven't been refreshed in a while.

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 does not 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 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 the segment isn't able to target on that property.

Note: it may take up to 48 hours for your campaign to start serving.

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 customer relationship management (CRM) system, eCommerce, or marketing automation tool where you collect a user's information, to your Google Ads customer lists. This means 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.

Having issues related to your Customer Match lists?

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