To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find 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
Certain Google-integrated third parties can use a partner API to create Customer Match segments directly in your Google Ads account. These types of third-party companies include data onboarders, customer relationship management (CRM) onboarding services, and agencies.
This article describes the benefits of using a third party to help upload your customer data to Google Ads, and lists the companies that can do it for you.
Using a third-party company to upload your data is a good option for many advertisers for the following reasons:
- Some advertisers want to outsource segment onboarding and refreshes instead of creating an in-house Google Ads API (formerly AdWords API) integration or using the Google Ads interface to upload.
- These companies don't need your Google Ads login credentials to upload your data.
- You can use additional first-party customer information, such as their mailing address, phone number, or alternate email, to increase your segment size. These companies use proprietary identity maps to find emails corresponding to your customers’ phone numbers and mailing addresses, and append these emails to your existing email list prior to performing the upload.
Currently, the following companies are approved to upload Customer Match segments, with 2 different levels of service depending on the API each of them use:
- Mapping partners: Use the Audience Partner API
- Non-mapping partners: Use the Google Ads API
Legend:: available, : in progress, : not available
|Customer Match upload mapping partners|
|Third-party partner||Customer Match upload service||Integrated with Display & Video 360|
|M13H (Labelium Group)||*|
|Oracle Data Cloud [Datalogix]|
|SalesForce Audience Studio||*|
|SalesForce Data Cloud|
* These third-party partners have not completed their product integrations into the API service. Customers can reach out to their respective Customer Match upload partners directly for completion timing and further details.
Customer Match non-mapping partners
These partners are integrated to upload Customer Match segments to Google Ads. DV360 isn't an available destination for non-mapping partners.
|Third-party partner||Customer Match upload service|
|PLAID KARTE Signals|
|Salesforce Ad Studio|
|SAP Marketing Cloud|
- You'll need to have your Google Ads account approved to use a data-uploading service.
- You must work with a Google-integrated third party.
- Data uploaded to Google Ads must be collected in compliance with Customer Match policies.
Customer Match is available on Google Search, Shopping, Display, YouTube, Discovery, and Gmail.
Customer Match is available for activation across Display, Video, YouTube, and Gmail in Display & Video 360.
- Display & Video 360 Note: Contact info based Customer Match segments are only available on Google Ad Manager inventory while Mobile Device ID based Customer Match segments are available for activation across all exchanges.
Once you've picked the company you'd like to use to upload your data, follow these steps:
For other mapping partners:
- Give permission for your segments to be uploaded to Google Ads. Once you've chosen your data uploading partner, you'll need to give email permission authorizing Google to let your partner create and edit your Customer Match segments data in Google Ads. To complete this step, reach out to your Google representative directly.
- Wait until Google sets up data access. After you've sent your email permission to Google, your Google representative will need to sync your accounts with your partner's system. It can take a couple of days for your accounts to be approved after you've sent in your information. You'll receive an email from your Google representative letting you know when you're all set up.
- Send your Customer Match data to your partner. Once your accounts are approved and set up, you can start sending Customer Match data to your uploading partner.
For non-mapping partners:
Send your Customer Match data to your partner. Once your accounts are approved and set up, you can start sending Customer Match data to your uploading partner.
For guidance on which partner makes sense to work with, please reach out to your Google representative for details.