How to Get Customer Match Right
A Google Ads feature that uses hashed customer contact information, such as email addresses, to reach or exclude existing customers across Google's platforms.
Samir Haddad
What is at stake
It lets advertisers use first-party data to target, exclude or build similar audiences, but it has policy requirements around consent and data handling.
The playbook
- Upload lists collected with proper consent
- Exclude existing customers from acquisition campaigns
- Refresh lists regularly
- Use customer lists as signals for automated campaigns
- Document the legal basis for data use
Where it goes wrong
Avoid:
- Uploading purchased lists
- Stale lists that no longer reflect customers
- Ignoring unsubscribes when refreshing lists
- Using lists for campaigns customers did not consent to
The numbers behind it
| Measure | Figure |
|---|---|
| Data | hashed email addresses, phone numbers or mailing addresses |
| Uses | targeting, exclusion and audience signals |
| Policy | customer information must have been collected in line with Google's policies |
| Eligibility | accounts must meet Google's Customer Match requirements |
Getting outside help
When to hand it over: Bring in help when using CRM data for advertising, or when privacy review of data sharing is needed.
Where this comes from
- Google Ads Help — About Customer Match
- Google Ads Help — Customer Match policy
The figures and practices above come from the sources listed.
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