Using store sales data with Customer Match

You can use store sales data with Customer Match to create lists based on your uploaded in-store transaction data. You can then use the lists to reach and re-engage customers who have completed purchases at your offline store using Search, Shopping, Video, and Gmail campaigns. 

Eligibility

To be able to use this feature, your Google Ads account should be:

  • Eligible and approved to use Customer Match.
  • Eligible and approved to use store sales measurement. If you want to use store sales measurement for retail stores and restaurants, go here. For all other business types, go here.

If you think you’re eligible, contact your Google sales representative.

How it works

After you upload your transaction data to Google Ads, Google matches the data uploaded to Google Ads accounts, which are then used to create Customer Match lists. These audience lists are eligible to serve with Search, Shopping, Video, and Gmail campaigns and updated regularly with every store sales upload.

To create a list, you set up a series of rules in Google Ads. Google will then use those rules to populate your list. 

Rules you can create

Spend based

Create a rule that populates your list with people based on their total, average, or individual spend on transactions. For example, you can create rules that populate your lists with:

  • Customers who have a total spend more than $100 USD
  • Customers who have an average spend that is less than $30 USD
  • Customers who have spent more than $20 USD on an individual transaction

Frequency based

Create a rule that populates your list with people based on the number of transactions they’ve had with your store. For example, you can create a rule that populates your list with customers who’ve made more than 5 transactions.

Time based

Create a rule that populates your list with people based on when they last made a purchase at your store. For example, you can create a rule that populates your list with customers who’ve made transactions in the last 30 days.

Attribute based

Only available for businesses other than retailers and restaurants.

Create a rule that populates your list with people based on attributes in your transaction file. For example, you can create a rule that populates your lists with customers who’ve purchased shoes. As a reminder, your rules must comply with the Customer Match policies.

You can choose to mix and match these rules and also create custom combinations for more advanced use cases.

All transactions uploaded to Google Ads are used for the purpose of list creation. The overall list size may differ from the reported store sales conversions as conversions are reported after attribution, while customer match lists are populated after matching.

Instructions

Before you begin, make sure that your Google Ads account has been approved to use store sales data with Customer Match and that you’ve uploaded your store sales data to Google Ads.

Step 1: Create a store sales customer list

  1. Sign into your Google Ads account.
  2. Click the tools icon  in the top right corner of your screen.
  3. Under the “Shared library” section, click Audience manager.
  4. Click Audience lists in the page menu on the left.
  5. Click the plus button , then click Customer list.
  6. Click Create a list of customers with store sales data.
  7. Enter a name for your audience.
  8. In the Conversion attributes, Conversion totals, and Conversion dates sections, click Add rule and create your rule.
    • Conversion attributes: Create rules that apply to each transaction from a particular customer. 
    • Conversion totals: Create rules that apply to all transactions from a particular customer.
    • Conversion dates: Choose a lookback window for the rule. You can go up to 180 days.
  9. (Optional) Add a description of the audience. A description is useful in case you have multiple audiences and need to differentiate between them in Google Ads.
  10. Click Save and continue.

Examples of spend based rules

Add customers with a total spend over $100 USD to your list

In the “Conversion totals” section, use the dropdown menus to create a rule that looks like this:

  • Total conversion value is greater than 100”

Add customers with an average spend of less than $30 USD

In the “Conversion totals” section, use the dropdown menus to create a rule that looks like this:

  • Average conversion value is less than 30”

Add customers who’ve spent more than $20 USD in a single transaction

In the “Conversion attributes” section, use the dropdown menus to create a rule that looks like this:

  • Conversion value is greater than 20”

Examples of frequency based rules

Add customers who’ve made more than 5 transaction in your store

In the “Conversion totals” section, use the dropdown menus to create a rule that looks like this:

  • Total conversions is greater than 5”

Examples of time based rules

Add customers who’ve made transactions in the last 30 days

In the “Conversion dates” section, enter “30” into the box so that the rule looks like this:

  • “Last 30 days”

Examples of attribute based rules

Add customers who’ve purchased shoes in your store

In the “Conversion attributes” section, use the dropdown menus to create a rule that looks like this:

  • Conversion name equals shoes”
Note: The conversion name needs to match the exact name listed in your store sales data file.

Step 2: Add your store sales customer list to a campaign

  1. In Google Ads, click the tools icon  in the top right corner of your screen.
  2. Under the “Shared library” section, click Audience manager.
  3. Click Audience lists in the page menu on the left.
  4. Click the box next to the name of your store sales customer list, then click Add to.
     
    If you have multiple audience lists, click Search to narrow your results and find your list.
  5. Click Campaigns, then locate the campaign you want to add your customer list to.
  6. Click Next.
  7. Choose your targeting setting, then click Add audiences

RETURN TO STORE SALES HOME

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