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Fix Customer Match issues with list upload, small list size, or low volume

Two common issues with Customer Match are upload problems and small reported Customer Match list sizes. Both can be traced to problematic data file formatting or incorrect hashing.

In addition to useful hashing tools, this article will walk you through the steps to ensure your files and the data within your file are in the required format for maximum matching. Additionally, we’ll explain common causes and fixes for low traffic and list processing issues.

Before you begin

There is often confusion about the difference between the number of records in the uploaded file and the list size shown in Google Ads.

When you upload a file, your customer data will first be validated to ensure that it’s in an acceptable format for upload. After validation and when the upload is complete, you’ll be provided with a percentage of your customer data that passed validation, was successfully uploaded, and will be matched to Google Accounts. Once the matching process is complete, the column that shows your customer list size will display a bucketed number of customer data that was successfully matched. Learn more about how Google uses Customer Match data

Note that it’s possible that not every customer match record you uploaded is tied to an active Google account. As such, the number of records uploaded may not be equal to your Customer Match list size. Ineligibility can be caused by lists with duration of more than 540 days or by insufficient number of users uploaded or updated in the last 540 days.

How to troubleshoot upload issues and low list size

Customer Match data files must follow specific formatting guidelines in order to be accepted. Incorrect formatting, including incorrect hashing, can lead to an upload error or a low number of matched records.

Check all of the below items as any can cause a low list size. For additional formatting guidelines, read Create a customer list.

  1. Files must be inCSV format.
  2. All files submitted must have a minimum of 100 user records.
  3. All identifiers for one user record must be comma-separated. Different user records must be separated by the standard unix newline character \n or a line break. They cannot be separated with a space or semicolon.
  4. Headers must only be: Email, Phone, First Name, Last Name, Country,Zip, and Mobile Device ID.(If you have multiple email addresses, mailing addresses, or phone numbers for a single customer, your file may include multiple “Email”, “Zip”, or “Phone” columns).
  5. Include a domain name for all email addresses like gmail.com or hotmail.co.jp.
  6. Names cannot have a prefix (for example, Mr.).
  7. For mailing address matching, be sure that your data file contains all of the following 4 column headers: “First Name”, “Last Name”, “Country”, and “Zip”.
  8. Include the country code for phone numbers.

Additionally, if you’re hashing before you upload your file:

  1. Don’t hash Country or Zip columns.
  2. Lowercase all characters and remove all extra spaces before, after, or in between email addresses and names.
  3. Emails with accents won’t be matched to Google accounts (for example: è, é, ê, and ë). However, accents are okay for use in “First Name” and “Last Name” fields.
  4. Format phone numbers using the E.164 format.

Sample Formatting

Here’s an example of the correct file formatting using rows and columns where the first row must be headers.

Email Email First Name Last Name Country Zip Phone
test@gmail.com test2@gmail.com john smith us 94016  
test3@gmail.com   newtest test cn 101300 1 (234) 567-8910

Here’s an example of the correct file formatting using a CSV file.

Email,Email,First Name,Last Name,Country,Zip,Phone
test@gmail.com,test2@gmail.com,john,smith,us,94016
test3@gmail.com,newtest,test,cn,101300,+12345678910

In both examples, multiple email and postal code columns/values may be added and headers must be in English.

Having issues related to your Customer Match lists?

Contact us

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