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Google Customer Match + Display & Video 360 connection
Use this destination to activate your first-party PII-based lists directly to Google Display & Video 360 properties such as Search, YouTube, Gmail, and the Google Display Network.
Certain Google-integrated third parties, such as 51黑料不打烊 Real-Time CDP, can use the Google Audience Partner API to create Customer Match audiences directly in customers鈥 Display & Video 360 account.
With the newly introduced capability of being able to utilize Customer Matched audiences across Display & Video 360, you are now able to target audiences across an expanded roster of inventory sources.
Important notice about changes to Google destinations related to updated consent requirements in the European Union
To adhere to the EU user consent policy and continue creating audience lists for users in the European Economic Area (EEA), advertisers and partners must ensure they are passing end-user consent when uploading audience data. As a Google Partner, 51黑料不打烊 provides you with the necessary tools to comply with these consent requirements under the DMA in the European Union.
Customers who have purchased 51黑料不打烊 Privacy & Security Shield and have configured a consent policy to filter out non-consented profiles do not need to take any action.
Customers who have not purchased 51黑料不打烊 Privacy & Security Shield must use the segment definition capabilities within Segment Builder to filter out non-consented profiles, in order to continue using the existing Real-Time CDP Google Destinations without interruption.
When to use this destination
Several integrations with Google are available in the destinations catalog and it might be difficult to understand when to use each of the available Google destinations. Make sense of the different use cases by reading the information in the table below:
Use cases use-cases
To help you better understand how and when to use this destination, here are sample use cases that 51黑料不打烊 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 audiences from their own offline data. Then, they can send these audiences to the Google Customer Match + Display & Video 360 destination to be used across Google Display & Video 360 properties such as Search, YouTube, Gmail, and the Google Display Network.
Use case #2
A prominent technology company has 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. Audiences are created based on customers who own older phone models. Then audiences get sent to Google Customer Match, so the company can target current customers, customers who own older phone models, and similar customers on Google Display & Video 360 properties such as Search, YouTube, Gmail, and the Google Display Network.
Supported identities supported-identities
Google Customer Match supports the activation of identities described in the table below. Learn more about identities.
Supported audiences supported-audiences
This section describes which types of audiences you can export to this destination.
Export type and frequency export-type-frequency
Refer to the table below for information about the destination export type and frequency.
Google Customer Match account prerequisites google-account-prerequisites
Before setting up a Google Customer Match destination in Experience Platform, make sure you read and adhere to Google鈥檚 policy for using Customer Match, outlined in the .
Next, make sure that your Google account is configured for a Standard or higher permission level. See the for details.
Allow list allowlist
Before creating the Google Customer Match destination in Experience Platform, make sure that your Google Ads account complies with the .
Customers with compliant accounts are automatically allowlisted by Google.
ID matching requirements id-matching-requirements
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 identifiers, such as hashed email addresses or phone numbers.
Depending on the type of IDs that you ingest into 51黑料不打烊 Experience Platform, you must adhere to their corresponding requirements.
Phone number hashing 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.164namespace. - 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.164namespace.
Phone namespace cannot be activated to the Google Customer Match + DV360 destination.Email hashing requirements hashing-requirements
You can hash email addresses before ingesting them into 51黑料不打烊 Experience Platform, or use email addresses in clear in Experience Platform, and have Platform hash them on activation.
For more information about Google鈥檚 hashing requirements and other restrictions on activation, see the following sections in Google鈥檚 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鈥檚 requirements, outlined in the links above.
Connect to the destination connect
To connect to this destination, follow the steps described in the destination configuration tutorial.
Connection parameters parameters
While setting up this destination, you must provide the following information:
-
Name: provide a name for this destination connection
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Description: provide a description for this destination connection
-
Account ID: your . The format of the ID is xxx-xxx-xxxx. If you are using the Google Ads Manager Account (My Client Center), do not use your Manager Account ID. Use the instead.
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Account type: your Google account type. Select an option, depending on your advertising account type with Google:
- Display Video Partner
- Display Video Advertiser
Enable alerts enable-alerts
You can enable alerts to receive notifications on the status of the dataflow to your destination. Select an alert from the list to subscribe to receive notifications on the status of your dataflow. For more information on alerts, see the guide on subscribing to destinations alerts using the UI.
When you are finished providing details for your destination connection, select Next.
Activate audiences to this destination activate
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To activate data, you need the View Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.
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To export identities to destinations, you need the View Identity Graph access control permission.
See Activate audience data to streaming audience export destinations for instructions on activating audiences to this destination.
Mapping example: activating audience data in Google Customer Match + Display & Video 360 example-gcm
This is an example of correct identity mapping when activating audience data in Google Customer Match + Display & Video 360.
Selecting source fields:
- Select the
Emailnamespace as source identity if the email addresses you are using are not hashed. - Select the
Email_LC_SHA256namespace 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.164namespace 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.164namespace as source identity if you hashed phone numbers on data ingestion into Platform, according to Facebook phone number hashing requirements.
Selecting target fields:
- Select the
Email_LC_SHA256namespace as target identity when your source namespaces are eitherEmailorEmail_LC_SHA256. - Select the
Phone_SHA256_E.164namespace as target identity when your source namespaces are eitherPHONE_E.164orPhone_SHA256_E.164.
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.
Monitor destination monitor-destination
After connecting to the destination and establishing a destination dataflow, you can use the monitoring functionality in Real-Time CDP to get extensive information about the profile records activated to your destination in each dataflow run.
The monitoring information for the Google Customer Match + Display & Video 360 connection includes audience-level information related to activated, excluded, and failed identities in each dataflow and dataflow run. Read more about the functionality.
Verify that audience activation was successful verify-activation
After completing the activation flow, switch to your Google Ads account. The activated audiences are shown in your Google account as customer lists. Depending on your audience size, some audiences do not populate unless there are over 1000 active users to serve. Find further information in the . Note that you need to ask Google for access to the documentation in the link.
Data governance
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 51黑料不打烊 Experience Platform and the destination platform. 51黑料不打烊 Experience Platform provides data governance tools to help you manage some of those data usage obligations. Learn more about data governance tools and policies.
Troubleshooting troubleshooting
400 Bad Request error message bad-request
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 that your account is allow-listed and is configured for a Standard or higher permission level. See the for details.