Send your Audience to a Destination: Google Customer Match

6 min

Activate to Google

Activate profiles to Google Customer Match for ad targeting, personalization, and suppression based on hashed email and/or phone number.

You can use this destination for audience targeting to reach and re-engage with your customers across Google’s owned and operated properties, such as: Search, Shopping, Gmail, and YouTube.

Google Customer Match supports the activation of identities:

GAID - Google Advertising ID
IDFA - Apple ID for Advertisers
phone_sha256 - Phone numbers hashed with SHA256 algorithm
email_lc_sha256 - Email addresses hashed with SHA256 algorithm
extern_id - Custom user IDs

Export Type = Segment Export (Streaming)

Google and Facebook both require that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to these destinations can be keyed off hashed identifiers, such as email addresses or phone numbers.

Activate Segments to the Google Customer Match Destination

To log into the Adobe Experience Platform, check the Welcome! section.

Let's start from the Audience Detail UI of the Audience you created in the previous exercise for first-time buyers, interested in home loans:

In the Activated destinations panel, click Activate to a Destination.
From the list of availible destinations in our demo environment, select DB Demo Google Customer Match.
Click Next.

For this Lab we already configured the Google Customer Match Destination for our demo account. You can read our Experience League documentation for more information on how we set this up.

You need to specify your mapping identifiers between Adobe Experience Platform and your destination. These will be used to match the profiles in your audiences between platforms. For this lab, the mapping has already been defined, we use the Hashed Email ID. Click to the Next step.
On the Audience Schedule step, you don't have anything to do; click Next again.
Finally, on the Review page, click Finish.

Your audience is now activated to Google Customer Match

For Google, a successful activation means that a Google custom audience would be created programmatically. Audience membership in the audience would be added and removed as users are qualified or disqualified for the activated audiences.

The integration between Adobe Experience Platform and Google supports historical audience backfills. All historical audience qualifications get sent to Google when you activate the audiences to the destination.