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    CONNECTIONS / Microsoft SQL Server / SQL Server to Google Customer Match

    Your SQL Server tables, wired to Google Customer Match.

    Connect SQL Server and point Signals at your SQL Server tables; it projects your segments into Google Ads as Customer Match lists each time the read runs, hashed and consent-checked for Google Ads.

    Talk to our team Explore the setup

    microsoft-sql-server -> google-customer-match :: live

    1. ● sql server → google.match :: live
    2. > read segments rows=30,441
    3. hash sha256(email,phone) consent=filtered
    4. route google deliver
    5. ✓ delivered · 24,962 matched

    WHAT THIS ENABLES

    SQL Server to Google Customer Match

    SQL Server to Google Customer Match: Signals reads your SQL Server tables and projects your segments into Google Ads as Customer Match lists, hashed and consent-checked each time the read runs.

    • Customer segments from your SQL Server tables activated for Google Ads, as Signals projects your segments into Google Ads as Customer Match lists.
    • Customer Match lists that add joiners and drop lapsed members each sync, drawn from your SQL Server tables by data teams running SQL Server.

    WHAT FLOWS WHERE

    Microsoft SQL Server to Customer Match, mapped.

    Signals reads the customer segments from your SQL Server tables each time the read runs, hashes and screens each record, and posts the match-ready audiences to Google Ads' Customer Match API, keeping the serving-size threshold in view.

    Signals reads the customer segments from your SQL Server tables each time the read runs, hashes and screens each record, and posts the match-ready audiences to Google Ads' Customer Match API, keeping the serving-size threshold in view.

    WHO THIS IS FOR

    Built for the teams that own the number.

    Growth teams feeding Google audiences from governed first-party data, with the records already in SQL Server tables, views, and indexed views.

    Data teams running SQL Server activating Google Customer Match straight from SQL Server tables.

    HOW DATAHASH SETS IT UP

    From kickoff to verified events.

    1. Connect

      A read-only database user scoped to the SQL Server tables you name to feed Google Ads' Customer Match API, sized for the serving-size threshold.

    2. Map

      A scheduled read pulls your SQL Server tables, and its columns map to Google Ads' Customer Match API in the visual mapper, hashed and checked for the serving-size threshold.

    3. Deliver

      On each run, Signals pulls your SQL Server tables, projects your segments into Google Ads as Customer Match lists, and reads only the records changed since the last run, with the serving-size threshold in the debugger.

    WHAT YOU GET

    What ships with this use case.

    Customer Match lists that add joiners and drop lapsed members each sync on every run, as Signals reads your SQL Server tables and reads only the records changed since the last run.

    Lists that self-maintain across syncs from your SQL Server tables, with read load on the database steady because Signals reads only the records changed since the last run.

    A per-run match report from Google Ads' Customer Match API on the serving-size threshold, straight out of your SQL Server tables.

    ON THE WIRE

    What Customer Match actually receives.

    signals :: microsoft-sql-server.google-customer-match :: wire

    1. ● signals :: audience upload
    2. > POST /user_list_operations source=microsoft-sql-server.segments
    3. operation ADD · user_list "segment_94555"
    4. hashed_email sha256 "b02cf1…" · hashed_phone sha256 "3ad990…"
    5. members_uploaded 30,441 · members_matched 24,962
    6. ✓ accepted match=82%
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    FAQ

    Asked on almost every call.

    How often does the SQL Server Google Customer Match sync run?

    Delivery tracks SQL Server, run by data teams running SQL Server: a near-real-time or scheduled sync of your SQL Server tables feeds Google Ads on that cadence. Each run reads only the records changed since the last run, so lists that self-maintain across syncs holds up on the serving-size threshold. The live debugger confirms every delivery inline.

    What match rate should a SQL Server-sourced Google Customer Match batch expect?

    Match rate follows identifier coverage in your SQL Server tables, which data teams running SQL Server control, not SQL Server itself. A record with a current hashed email or phone matches for Google Ads; one missing both cannot. First-run feedback from Customer Match API pinpoints the serving-size threshold, the number data teams running SQL Server tune against.

    NEXT STEP

    SQL Server to Google Customer Match, in production this week.

    Talk to our team All Microsoft SQL Server use cases