Video walkthrough

Overview  

Google Customer Match allows advertisers to use first-party data to re-engage and find new customers across Google Search, Shopping, YouTube, Gmail, and Display Network. With Datahash, you can effortlessly integrate your source systems (like CRMs, Files system, Databases, etc) with Google Customer Match, ensuring compliant and seamless audience activation.

Use this integration to:

1. Upload and sync customer data securely with Google
2. Target users with personalized ads across the Google ecosystem
3. Power lookalike audiences based on your own customer lists

Prerequisites  

Before setting up the integration, ensure you have the following:

1. Google Ads account with access to Customer Match (typically requires an account in good standing and at least 90 days of history).
2. An active Datahash account.
3. A source platform (like CRMs, Files system, Databases, etc) connected in your Datahash account. – Setup AWS S3 as source for Custom Audience

Getting Started  

Go to https://studio.datahash.com/login
Enter your credentials to log in
Navigate to the Google category under the Destinations list in the right section.
Click on the “Customer Match” connector tile

Choose whether your market is in EEA(European Economic Area)/UK(United Kingdom) or not.

If yes then confirm that audience data is shared with Google only where users have consented to ads, personalization & terms as per Digital market act by clicking the checkbox. Once done, you can move ahead to authenticate the account.

If it is not, then directly move ahead to authenticate the account.

Click on “Sign in with Google” to start the authentication flow

Choose the account you want to integrate with datahash.

Click on Continue.

Again, click on Continue to provide access to your account.

Once done, you will be redirected back to the Datahash dashboard. Now you are required to input your Customer ID and Login Customer ID of your Google Ads account.

1. Customer ID: ID of your Google Ads Account.
2. Login Customer ID: The login account ID is the manager account customer ID.

After that, provide a name to the connection

Once done, click on Finish to complete the setup.

You can see the connected instance in the dashboard.  

The setup has been completed & data will flow from source.

EEA consent requirements   

Starting March 6, 2024, Google will enforce the Digital Marketing Act (DMA) across the European Economic Area (EEA) and the United Kingdom (UK). As part of this, Google is updating its EU user consent policy to require that any platform integrating with Google Ads includes advertising consent when syncing profiles from the EEA or UK.

How the integration works  

1. First, you define the source from where your customer data is coming.
2. Once the source is connected, Datahash will extract and prepare relevant customer data — such as email, phone number, name, country, zip code, or mobile device ID.
3. Next, you configure Google Customer Match as the destination where this data will be sent.
4. Once both source and destination are connected, Datahash transfers customer data from your source to Google Customer Match.
5. This automated data flow ensures your customer lists stay up to date, compliant, and ready to power high-performance ad campaigns across the entire Google ecosystem.

Integration use cases  

This integration empowers you to elevate your advertising efforts on Google Ads in several impactful ways. We’ve categorized the core use cases into four strategic areas:

1. Reconnect with known users by targeting them with tailored campaigns.
2. Suppress particular groups to avoid showing ads to irrelevant or already-converted users.
3. Enhance targeting precision by utilizing pre-defined audience segments.
4. Gain insights by monitoring the behavior and performance of specific user groups.