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Profiles don’t sync to Google Customer Match in AEP

Last update: Thu Feb 05 2026 00:00:00 GMT+0000 (Coordinated Universal Time)

When activating an audience from Adobe Experience Platform (AEP) Real-Time CDP to Google Customer Match, only a small subset of profiles sync successfully. This happens because many profiles lack Google-supported identity attributes or have incorrect mappings. To resolve the issue, verify identity attributes and update mappings before reactivating the audience.

Description description

Environment

  • Product: Adobe Experience Platform Real-Time CDP
  • Scenario: Activation to Google Customer Match destination

Issue/Symptoms

When activating an audience segment to Google Customer Match, only a small subset of profiles from a large segment appears in Google, creating a significant discrepancy between the segment size and the activated profiles.

Resolution resolution

Follow these steps to resolve the issue:

  1. Review the identities present on the qualifying profiles within your audience segment.

  2. Ensure each profile includes at least one Google-supported identifier:

    • Hashed lowercase email (email_lc_sha256)
    • Hashed phone number in E.164 format (phone_sha256_e.164)
    • GAID/IDFA
    • user_id

  3. Confirm identity attributes are mapped correctly in the Google Customer Match destination configuration.

  4. Check that hashing and formatting requirements meet Google’s specifications.

  5. If using email identities, verify mapping from IdentityMap: Email to email_lc_sha256.hashing should occur automatically.

  6. Update profile data and mappings as needed, then reactivate the audience segment.

  7. Validate that the number of profiles delivered to Google aligns with expectations.

Notes:

  • Profiles without supported identity types are excluded from activation and will not sync to Google Customer Match.
  • No recent changes were made to segment definitions or mappings before the observation of this issue.
  • Other audiences may also experience under-delivery if supported identities are missing or unmapped.
  • UI discrepancies in activated destinations require further investigation if they appear across multiple segments.

Google Customer Match connection in the Destinations Guide

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