About Customer Match

Customer Match lets you use your online and offline data to reach and re-engage with your customers across Search, the Shopping tab, Gmail, YouTube, and Display. Using information that your customers have shared with you, Customer Match will target ads to those customers and other customers like them.

As Apple’s App Tracking Transparency (ATT) policies go into effect, remarketing lists (especially website, app and automatically created lists) and Customer Match lists may be impacted on iOS 14 traffic (including the use of these lists for exclusions). Campaigns promoting web-based conversion goals - particularly those using remarketing and Customer Match - may also see performance fluctuations. During this time we will be expanding modeled conversions to more iOS 14 traffic.

Customer Match is a useful advertising tool for many business goals, from increasing brand awareness to driving conversions. Here are a few examples of different audiences you can target with Customer Match:

  • On the Search Network and the Shopping tab, you can optimize your campaigns by adjusting your bid based on what you know about your customers’ activities.
  • On Gmail, you can reach your customers or similar audiences using personalized ads at the top of their inbox tabs.
  • On YouTube, you can reach new audiences, by targeting audiences similar to your most valuable customers.
  • On Display, you can reach your customers or similar audiences using personalized ads on the Google Display Network.

This article explains how Customer Match works.

Before you begin

If you’re ready to upload your Customer Match data, learn how to create a customer list.

Learn more about the customer matching process

How it works

Let's say you want to advertise a new loyalty program to your existing customers with Google ads. Here's how it works:

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You upload a data file of contact information your customers have given you. Use this template and check this article for formatting instructions. You create or update a campaign to target your Customer Match audience — customers from your uploaded data file who are Google users. When those users are signed in to their Google account, they see your ads as they use the Search Network, YouTube, and Gmail or when they browse on the Google Display Network.

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

Customer Match is currently available on Search, the Shopping tab, YouTube, Gmail, and Display.

Membership duration

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

Data sharing across accounts

You can share audiences across multiple managed accounts if: you have a Customer Match audience or similar audience in your manager account, or a client account shares their Customer Match audience or similar audience with your manager account.

All accounts using a Customer Match audience must comply with the Customer Match policies. Google does not allow sharing or usage of this data outside of your managed account. Only account owners and administrators may add or remove customer data from Customer Match audiences for which they have administrator access.

Similar audiences

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

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

Keep in mind: 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 (AdWords API)

Account owners or administrators can also use the Google Ads API (AdWords API) to upload data files and manage their Customer Match audiences. Advertisers can upload a data file, add or remove customer data, or edit configurations through the API. To learn more, visit the re-marketing section of the Google Ads API (AdWords API) in the Google Developers website.

User choice and control

Google users can control the ads they see on Google services, including Customer Match ads, in their Google Ads Settings.

Having issues related to your Customer Match lists?

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