---
title: Send your Audience to a Destination: Google
slug: lab-travel/send-your-audience-to-a-destination-google
docTags: 
createdAt: 2026-01-22T10:30:43.309Z
---

# Story so far

Now that customers have been identified through the lookalike audience, this audience needs to be activated to publishers and partners. They will then use these profiles to serve the ad to the right people.

# Google Customer Match - destination

You can use this destination for audience targeting across Google's family of apps that are supported by Ad Managers. Selection of the app that you want to run campaign against is indicated at the placement level in Google Ads Manager.

:::hint{type="info"}
Google Ad Manager 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**
:::

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

# Activate Segments to the Google Destination

- In the left rail, click on **Connections** and choose **Destinations**, then go to **Catalog.** You’ll then see the Destinations Catalog.
- In **Destinations**, select **Advertising**, click the **Activate Audiences** on the **Google Customer Match** card.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/zi13-r-EYuoohAGKxG5jN_image.png)

- Select **TVEMEA - Google Customer Match** and click **Next**.

In the list of available audiences

- Select the audience you created in the previous exercise for mapping. 
- Click **Next**.

For the **Google Customer Match** Destination, you need to specify your **mapping identifiers** between Adobe Experience Platform and Google. These will be used to match the profiles in your audiences between platforms.

For this lab, use the `Hashed Email ID` as the mapping identifier. The mapping has already been set up during the destination configuration. No action needed.

Your mapping should now look like: 

![](https://adbecdn.azureedge.net/labs/archbee/emeaProjectsAEPBootZurichLab1Profile/Screenshot2023-09-21at14.22.00.png)

- Click **Next.** 

On the **Audience schedule** step:

- Click **Next**
- Finally, on the **Review** page, click **Finish**.

:::hint{type="success"}
Your audience is now activated to Google Customer Match. You can reuse it to create a campaign and target your lookalike audience.
:::

## Exported Data

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

:::hint{type="info"}
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.
:::