Google is making changes to Customer Match lists that advertisers need to be aware of. Starting April 7, 2025, Google will implement a maximum membership duration of 540 days for Customer Match lists across Google Ads and Display & Video 360 platforms.
What’s changing?
- Any Customer Match lists without an expiration date or those set to last longer than 540 days will be adjusted to this new maximum limit.
Membership durations that previously exceeded 540 days will be retroactively reduced to match this new timeframe.
Over time, lists will shrink as memberships expire, potentially impacting campaign reach and performance.
What this means for advertisers
List size will decrease over time – As memberships expire, the number of users in your Customer Match lists will drop unless you take action.
Campaign interruptions possible – If your list size becomes too small, ads may stop serving, and some campaigns could automatically pause.
Regular updates required – To prevent list shrinkage and maintain campaign effectiveness, advertisers must regularly refresh their Customer Match lists by re-uploading customer data.
What you should do before April 7, 2025
- Refresh your lists – Re-upload customer data frequently to keep your lists updated and avoid disruptions in ad delivery.
Monitor list sizes – Keep an eye on your audience segments to ensure your campaigns remain active and reach your target users.
Adjust strategy if needed – If your campaigns rely heavily on long-term Customer Match data, consider alternative audience-building strategies to maintain reach and performance.
Google recommends taking action well before the April deadline to ensure a smooth transition. Adriaan Dekker spotted this change.
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