Google Customer Match connection

Overview

Google Customer Match lets you use your online and offline data to reach and re-engage with your customers across Google’s owned and operated properties, such as: Search, Shopping, Gmail, and YouTube.

Google Customer Match destination in the Adobe Experience Platform UI

Use cases

To help you better understand how and when to use the Google Customer Match destination, here are sample use cases that Adobe Experience Platform customers can solve by using this feature.

Use case #1

An athletic apparel brand wants to reach existing customers through Google Search and Google Shopping to personalize offers and items based on their past purchases and browsing history. The apparel brand can ingest email addresses from their own CRM to Experience Platform, and build segments from their own offline data. Then, they can send these segments to Google Customer Match to be used across Search and Shopping, optimizing their advertising spending.

Use case #2

A prominent technology company launched a new phone. To promote this new phone model, they are looking to drive awareness of the new features and functionality of the phone to customers who own previous models of their phones.

To promote the release, they upload email addresses from their CRM database into Experience Platform, using the email addresses as identifiers. Segments are created based on customers who own older phone models. Then segments get sent to Google Customer Match, so the company can target current customers, customers who own older phone models, and similar customers on YouTube.

Data governance for Google Customer Match destinations

Some destinations in Experience Platform have certain rules and obligations for data sent to, or received from, the destination platform. You are responsible for understanding the limitations and obligations of your data and how you use that data in Adobe Experience Platform and the destination platform. Adobe Experience Platform provides data governance tools to help you manage some of those data usage obligations. Learn more about data governance tools and policies.

Supported identities

Google Customer Match supports the activation of identities described in the table below. Learn more about identities.

Target Identity Description Considerations
GAID Google Advertising ID Select this target identity when your source identity is a GAID namespace.
IDFA Apple ID for Advertisers Select this target identity when your source identity is an IDFA namespace.
phone_sha256_e.164 Phone numbers in E164 format, hashed with the SHA256 algorithm Both plain text and SHA256 hashed phone numbers are supported by Adobe Experience Platform. Follow the instructions in the ID matching requirements section and use the appropriate namespaces for plain text and hashed phone numbers, respectively. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.
email_lc_sha256 Email addresses hashed with the SHA256 algorithm Both plain text and SHA256 hashed email addresses are supported by Adobe Experience Platform. Follow the instructions in the ID matching requirements section and use the appropriate namespaces for plain text and hashed email addresses, respectively. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.
user_id Custom user IDs Select this target identity when your source identity is a custom namespace.

Export type

Segment Export - you are exporting all members of a segment (audience) with the identifiers (name, phone number, and others) used in the Google Customer Match destination.

Google Customer Match account prerequisites

Before setting up a Google Customer Match destination in Experience Platform, make sure you read and adhere to Google’s policy for using Customer Match, outlined in the Google support documentation.

Next, make sure your Google account is configured for a Standard or higher permission level. See the Google Ads documentation for details.

Allow list

Before creating the Google Customer Match destination in Experience Platform, make sure your Google Ads account complies with the Google Customer Match policy.

Customers with compliant accounts are automatically allow listed by Google.

ID matching requirements

Google requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to Google Customer Match can be keyed off hashed identifiers, such as email addresses or phone numbers.

Depending on the type of IDs that you ingest into Adobe Experience Platform, you must adhere to their corresponding requirements.

Phone number hashing requirements

There are two methods to activate phone numbers in Google Customer Match:

  • Ingesting raw phone numbers: you can ingest raw phone numbers in the E.164 format into Platform, and they are automatically hashed upon activation. If you choose this option, make sure to always ingest your raw phone numbers into the Phone_E.164 namespace.
  • Ingesting hashed phone numbers: you can pre-hash your phone numbers before ingestion into Platform. If you choose this option, make sure to always ingest your hashed phone numbers into the PHONE_SHA256_E.164 namespace.
NOTE

Phone numbers ingested into the Phone namespace cannot be activated in Google Customer Match.

Email hashing requirements

You can hash email addresses before ingesting them into Adobe Experience Platform, or use email addresses in clear in Experience Platform, and have Platform hash them on activation.

For more information about Google’s hashing requirements and other restrictions on activation, see the following sections in Google’s documentation:

To learn about ingesting email addresses in Experience Platform, see the batch ingestion overview and the streaming ingestion overview.

If you select to hash the email addresses yourself, make sure to comply with Google’s requirements, outlined in the links above.

Using custom namespaces

Before you can use the User_ID namespace to send data to Google, make sure you synchronize your own identifiers using gTag. Refer to the Google official documentation for detailed information.

Connect to the destination

To connect to this destination, follow the steps described in the destination configuration tutorial.

Connection parameters

While setting up this destination, you must provide the following information:

  • Name: provide a name for this destination connection
  • Description: provide a description for this destination connection
  • Account ID: your Google customer client ID. The format of the ID is xxx-xxx-xxxx.
IMPORTANT
  • The Combine with PII marketing action is selected by default for the Google Customer Match destination and cannot be removed.

Activate segments to this destination

See Activate audience data to streaming segment export destinations for instructions on activating audience segments to this destination.

In the Segment schedule step, you must provide the App ID when sending IDFA or GAID segments to Google Customer Match.

Google Customer Match App ID

For details on how to find the App ID, refer to the Google official documentation.

Mapping example: activating audience data in Google Customer Match

This is an example of correct identity mapping when activating audience data in Google Customer Match.

Selecting source fields:

  • Select the Email namespace as source identity if the email addresses you are using are not hashed.
  • Select the Email_LC_SHA256 namespace as source identity if you hashed customer email addresses on data ingestion into Platform, according to Google Customer Match email hashing requirements.
  • Select the PHONE_E.164 namespace as source identity if your data consists of non-hashed phone numbers. Platform will hash the phone numbers to comply with Google Customer Match requirements.
  • Select the Phone_SHA256_E.164 namespace as source identity if you hashed phone numbers on data ingestion into Platform, according to Facebook phone number hashing requirements.
  • Select the IDFA namespace as source identity if your data consists of Apple device IDs.
  • Select the GAID namespace as source identity if your data consists of Android device IDs.
  • Select the Custom namespace as source identity if your data consists of other type of identifiers.

Selecting target fields:

  • Select the Email_LC_SHA256 namespace as target identity when your source namespaces are either Email or Email_LC_SHA256.
  • Select the Phone_SHA256_E.164 namespace as target identity when your source namespaces are either PHONE_E.164 or Phone_SHA256_E.164.
  • Select the IDFA or GAID namespaces as target identity when your source namespaces are IDFA or GAID.
  • Select the User_ID namespace as target identity when your source namespace is a custom one.

Identity mapping

Data from unhashed namespaces is automatically hashed by Platform upon activation.

Attribute source data is not automatically hashed. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.

Identity mapping transformation

Verify that segment activation was successful

After completing the activation flow, switch to your Google Ads account. The activated segments are shown in your Google account as customer lists. Please note that depending on your segment size, some audiences do not populate unless there are over 100 active users to serve.

When mapping a segment to both IDFA and GAID mobile IDs, Google Customer Match creates a separate segment for each ID mapping. Your Google Ads account shows two different segments, one for the IDFA, and one for the GAID mapping.

Troubleshooting

400 Bad Request error message

When configuring this destination, you may receive the following error:

{"message":"Google Customer Match Error: OperationAccessDenied.ACTION_NOT_PERMITTED","code":"400 BAD_REQUEST"}

This error occurs when customer accounts do not comply with the prerequisites. To fix this issue, contact Google and make sure your account is allow-listed and is configured for a Standard or higher permission level. See the Google Ads documentation for details.

Extra resources

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