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.
To help you better understand how and when you should use the Google Customer Match destination, here are sample use cases that Real-time Customer Data Platform customers can solve by using this feature.
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 Real-time CDP, build segments from their own offline data, and send these segments to Google Customer Match to be used across Search and Shopping, optimizing their advertising spending.
A prominent technology company has just released a new phone. In an effort 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 Real-time CDP, using the email addresses as identifiers. Segments are created based on customers who own older phone models and sent to Google Customer Match so that they can target current customers, customers who own older phone models, as well as similar customers on YouTube.
The destinations in Real-time CDP may 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.
Segment Export - you are exporting all members of a segment (audience) with the identifiers (name, phone number, etc.) used in the Google Customer Match destination.
Identities - you can use raw or hashed emails as customer IDs in Google
Before setting up a Google Customer Match destination in Real-time CDP, make sure you read and adhere to Google’s policy for using Customer Match, outlined in the Google support documentation.
It is mandatory to be added to Google’s allow list before setting up your first Google Customer Match destination in Real-time CDP. Please ensure the allow list process described below has been completed by Google before creating a destination.
Before creating the Google Customer Match destination in Real-time CDP, you must contact Google and follow the allow list instructions in Use Customer Match partners to upload your data in the Google documentation.
Additionally, there is a second Google allow list that you must add your account to if you are planning to upload data using Google’s User_ID. Contact your Google account manager to make sure you are added to the allow lists.
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 need to adhere to their corresponding requirements.
There are two methods to activate phone numbers in Google Customer Match:
Phone numbers ingested into the
Phone namespace cannot be activated in Google Customer Match.
You can choose to hash email addresses before ingesting them into Adobe Experience Platform, or you can choose to work with email addresses in clear in Experience Platform and have our algorithm 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:
If you select to hash the email addresses yourself, make sure to comply with Google’s requirements, outlined in the links above.
Before you can use the
User_ID namespace to send data to Google, make sure you synchronize your own identifiers using gTag. See the official documentation for detailed information.
In Destinations > Catalog, scroll to the Advertising category. Select Google Customer Match, then select Configure.
If a connection with this destination already exists, you can see an Activate button on the destination card. For more information about the difference between Activate and Configure, refer to the Catalog section of the destination workspace documentation.
In the Account step, if you had previously set up a connection to your Google Customer Match destination, select Existing Account and select your existing connection. Or, you can select New Account to set up a new connection to Google Customer Match. Select Connect to destination to log in and connect Adobe Experience Cloud to your Google Ad account.
Real-time CDP supports credentials validation in the authentication process and displays an error message if you input incorrect credentials to your Google Ad account. This ensures that you don’t complete the workflow with incorrect credentials.
Once your credentials are confirmed and Adobe Experience Cloud is connected to your Google account, you can select Next to proceed to the Setup step.
In the Authentication step, enter a Name and a Description for your activation flow and fill your Google the Account ID.
Also in this step, you can select any Marketing action that should apply to this destination. Marketing actions indicate the intent for which data will be exported to the destination. You can select from Adobe-defined marketing actions or you can create your own marketing action. For more information about marketing actions, see the Data Governance in Real-time CDP page. For information about the individual Adobe-defined marketing actions, see the Data usage policies overview.
Select Create Destination after you filled in the fields above.
Your destination is now created. You can select Save & Exit if you want to activate segments later on or you can select Next to continue the workflow and select segments to activate. In either case, see the next section, Activate segments to Google Customer Match, for the rest of the workflow.
For instructions on how to activate segments to Google Customer Match, see Activate Data to Destinations.
In the Segment schedule step, you must provide the App ID when sending IDFA or GAID segments to Google Customer Match.
For details on how to find the App ID, see the official documentation.
After completing the activation flow, switch to your Google Ads account. The activated segments will now show up in your Google account as customer lists. Please note that depending on your segment size, some audiences will 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 will show two different segments, one for the IDFA, and one for the GAID mapping.