Google Analytics now supports Customer Match from Google Ads. This integration provides a seamless way to enhance your targeting capabilities by incorporating first-party, consented, and hashed customer data into your Google Ads campaigns.
Customer Match in Google Analytics enables you to supplement your audiences exported to Google Ads. It matches your hashed customer data (collected through user-provided data collection) with Google data, increasing your addressable audience. This is especially helpful when other user identifiers, such as cookies, are unavailable.
Key benefits of this integration are:
- Leverage first-party data:
• Use your consented, hashed customer data to enrich your Analytics audiences.
• Bridge the gap between Analytics and Ads for more precise audience targeting. - Save time and reduce redundancies:
• No need to manually create customer lists in Google Ads.
• Quickly utilize data you’ve already collected without additional setup. - Expand your reach:
• Increase your audience size by combining tag-based user identifiers with customer data.
Traditionally, Customer Match in Google Ads required creating and uploading a CSV file with customer data or connecting a new data source. With this update, you can:
- Collect customer data through Google Analytics (in a hashed format for security and privacy compliance).
- Export your enriched Analytics audiences directly to your linked Google Ads accounts.
- Automatically incorporate this data into your campaigns without extra manual effort.
What’s the difference between Analytics and Ads Customer Match?
Customer Match in Google Ads involves manually uploading data or using external sources, whereas Analytics now offers a streamlined approach. It allows you to enrich your audiences using the same mechanism without duplicating efforts.
To dive deeper, check out the official Google support document.
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