How Google uses Customer Match data
Google Ads Customer Match lets you show ads to your customers based on data about those customers that you share with Google. We understand the importance and sensitivity of your customers’ data, and we're committed to protecting the confidentiality and security of the data that you share with us. This article explains how we handle the data files that you upload for use in Customer Match.
How we handle your data
The data files that you upload will only be used to match your customers to Google accounts and to ensure that your Google Ads Customer Match campaigns comply with our policies. We'll keep your data confidential and secure using the same industry-leading standards that we use to protect our own user data.
More specifically, here is how we treat the data files that you upload:
- Limited data use. We won’t use your data files for any purpose other than to create your Customer Match audiences and ensure compliance with our policies. We won’t use your data files to build or enhance profiles of your customers.
- Limited data access. We won’t share your data files with other Google teams other than to create your Customer Match audiences and ensure compliance with our policies. We use employee access controls to protect your data files from unauthorised access.
- Limited data sharing. We won’t share your data files with any third party, including other advertisers. We may share this data to meet any applicable law, regulation, legal process or enforceable governmental request.
- Limited data retention. We won’t retain your data files for any longer than necessary to create your Customer Match audiences and ensure compliance with our policies. Once those processes are complete, we'll promptly delete the data files that you uploaded via the Google Ads interface or the API.
We are also committed to ensuring that the systems that we use to store your data files remain secure and reliable. We have dedicated security engineering teams to protect against external threats to our systems, and we store all your data files in an encrypted format to protect against unauthorised access.
We won’t use the fact that a Google user is in your Customer Match audiences to build or enhance profiles on that user, and we won’t reveal that a Google user is in your Customer Match audiences to any third party, including other advertisers. When generating your similar audiences, we may compare the profiles of the Google users in your Customer Match audience with the profiles of other Google users. As with other Google advertising products, we may use information derived from impressions or clicks on Customer Match ads to improve Google Ads and other Google products and services.
Data privacy and security certifications
The US Department of Commerce has now approved Google's certification to the Privacy Shield as fully compliant. View our Privacy Shield certification.
Google has earned ISO 27001 certification for the systems, applications, people, technology, processes and data centres serving a number of Google products, including Customer Match. Download the Google Ads/Analytics Scope Expansion Certificate 2017 — ISO27001 (PDF) certificate or learn more about ISO 27001.
About the customer data matching process
Learn more about the upload process and how Google matches your customer data to Google accounts.
The US Department of Commerce has now formally approved Google's certification to the Privacy Shield as being fully compliant, and our certification can be viewed on the Privacy Shield list.
Last updated: March 2018