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 Adobe Experience 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 Platform, 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 Platform, 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 Platform 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 Platform, 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 Platform. 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 Platform, you must contact Google and follow the allow list instructions in Use Customer Match partners to upload your data in the Google documentation.
Google requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to Google Customer Match must be keyed off hashed email addresses. 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.
If you choose not to hash email addresses, Platform will do that for you when you activate segments to Google Customer Match. In the activation workflow (see step 5), select the
Email_LC_SHA256 for hashed email addresses.
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.
Platform 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 use case that should apply to this destination. Marketing use cases indicate the intent for which data will be exported to the destination. You can select from Adobe-defined marketing use cases or you can create your own marketing use case. For more information about marketing use cases, 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.
To activate segments to Google Customer Match, follow the steps below:
In Destinations > Browse, select the Google Customer Match destination where you want to activate your segments.
Click the name of the destination. This takes you to the Activate flow.
Note that if an activation flow already exists for a destination, you can see the segments that are currently being sent to the destination. Select Edit activation in the right rail and follow the steps below to modify the activation details.
Select Activate. In the Activate destination workflow, on the Select Segments page, select which segments to send to Google Customer Match.
In the Identity mapping step, select which attributes to be included as an identity in this destination. Select Add new mapping and browse your schema, select email and/or hashed email, and map them to the corresponding target identity.
Plain text email address as primary identity: If you have plain text (unhashed) email addresses as primary identity in your schema, select the email field in your Source Attributes and map to the Email field in the right column under Target Identities, as shown below:
Hashed email address as primary identity: If you have hashed email addresses as primary identity in your schema, select the hashed email field in your Source Attributes and map to the Email_LC_SHA256 field in the right column under Target Identities, as shown below:
On the Segment schedule page, you can set the start date for sending data to the destination.
On the Review page, you can see a summary of your selection. Select Cancel to break up the flow, Back to modify your settings, or Finish to confirm your selection and start sending data to the destination.
In this step, Platform checks for data usage policy violations. Shown below is an example where a policy is violated. You cannot complete the segment activation workflow until you have resolved the violation. For information on how to resolve policy violations, see Policy enforcement in the data governance documentation section.
If no policy violations have been detected, select Finish to confirm your selection and start sending data to the destination.
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.