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, Display, Video, and Gmail campaigns.
In this article
- Find out if you’re eligible for Customer Match
- Learn how Customer Match works
- Learn how to use store sales data with Customer Match
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, restaurants, or automotive OEM/regional dealer groups, review the specific eligibility requirements. If you have another business type, there are different eligibility requirements.
- You must be uploading in-store transaction data for store sales measurement.
If you think you’re eligible, contact your Google sales representative.
How it works
As of October 2nd, 2023 Store Sales Direct, the store sales measurement feature available to non-retail and non-restaurant advertisers, will no longer be available for ongoing measurement. We will be simplifying our store sales product offerings to provide a more streamlined experience and to enable us to focus on improving store sales measurement.
- Store sales improvements, currently available for retail, restaurant, and automotive (beta) advertisers in store visits launched countries will continue to be supported.
- If interested, please check eligibility for store sales improvements with your Google Ads account team.
If you have any questions regarding this upcoming change, please reach out to your Google Ads account teams.
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 are updated regularly with every store sales upload.
To create a list, you have to 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
Time based
Custom variable based (for retailers and restaurants)
Attribute based (for other business types)
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.
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
- In your Google Ads account, click the Tools icon
.
- Click the Shared library drop down in the section menu.
- Click Audience manager.
- At the top bar, select Your data segments.
- Click the plus button
, then click Customer list.
- Click Create a list of customers with store sales data.
- Enter a name for your audience.
- 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.
- (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.
- 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 Custom Variable based rules (for retailers and restaurants)
Add customers who’ve purchased coats in your store
This example assumes you have an active store sales custom variable set up where the custom variable name is “Product Category” and one of the values is “Coats.”
In the “Conversion attributes” section, use the dropdown menus to create a rule that looks like this:
- “Custom: Product Category equals Coats”
Notes:
- The value needs to match the exact name listed in your store sales data file.
- If you deactivate your custom variable, or create a new one, any lists associated with the custom variable will be set to inactive, and any campaigns associated with the inactive lists will stop serving.
- A custom variable has to be active to create or edit lists associated with the custom variable.
Examples of attribute based rules (for other business types)
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”
Step 2: Add your store sales customer list to a campaign
- In your Google Ads account, click the Tools icon
- Click the Shared library drop down in the section menu.
- Click Audience manager.
- At the top bar, select Audiences.
- 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.
- Click Campaigns, then locate the campaign you want to add your customer list to.
- Click Next.
- Choose your targeting setting, then click Add audiences.
