Use Customer Match partners to upload data

Certain Google-integrated third parties can use a partner API to create Customer Match audiences directly in your Google Ads account. These types of third-party companies include data management platforms (DMPs), 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.

Customer match upload options

Benefits

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 list 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 list 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.

Availability

Currently, the following companies are approved to upload Customer Match lists, with two 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
Customer Match upload mapping partners
Third-party partner Customer Match upload service Integrated with Display & Video 360
Acxiom yes, confirmed yes, confirmed
EDM yes, confirmed yes, confirmed
Epsilon yes, confirmed yes, confirmed
Experian yes, confirmed yes, confirmed
Kinesso yes, confirmed yes, confirmed
LiveRamp yes, confirmed yes, confirmed
Marketo yes, confirmed yes, confirmed
Merkle yes, confirmed yes, confirmed
Movio yes, confirmed
Neustar yes, confirmed yes, confirmed
Oracle Data Cloud
[Datalogix]
yes, confirmed yes, confirmed
PMG yes, confirmed yes, confirmed
Sailthru yes, confirmed
SalesForce Audience
Studio
yes, confirmed yes, confirmed
Zeotap yes, confirmed yes, confirmed

 

Customer Match non-mapping partners
Third-party partner Customer Match upload service Integrated with Display & Video 360
Action IQ yes, confirmed
Adobe yes, confirmed
Driftrock yes, confirmed
Hubspot yes, confirmed
Invoca yes, confirmed
LeadsBridge yes, confirmed
Marin yes, confirmed
mParticle yes, confirmed
Salesforce Ad Studio yes, confirmed
Segment yes, confirmed
Singular yes, confirmed
Tealium yes, confirmed
Zapier yes, confirmed

Restrictions

  • 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.

Keep in mind

Customer Match is available on Google Search, Gmail, YouTube, and Google Display Ads.

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 audiences are only available on Google Ad Manager inventory while Mobile Device ID based Customer Match audiences are available for activation across all exchanges.

Instructions

Once you've picked the company you'd like to use to upload your data, follow these steps:

  1. Reach out to your Google representative to be connected to the third party. If you don't have a contact for your account, give us a call at the support number listed for your region.
  2. Give permission for your lists 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 audience data in Google Ads. To complete this step, reach out to your Google representative directly.
  3. 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 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.
  4. Send your data to your partner. Once your accounts are approved and set up, you can start sending data to your uploading partner.

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