Customer Match Now Available in Google Analytics

Google Analytics now supports Customer Match to enhance the effectiveness of audiences exported to linked Google advertising platforms such as Google Ads, Display & Video 360, and Search Ads 360.

When user-provided data is included, exported audiences can leverage consented, hashed customer data to match with Google’s data. This functionality expands addressable audiences by utilising first-party data when other identifiers are unavailable. Additionally, it helps maximise coverage for remarketing efforts, ensuring campaigns effectively reach the most relevant audiences.

For users already leveraging Google Analytics audiences in their Google advertising products, enabling Customer Match in existing shared audiences requires setting up user-provided data collection for their website.

To utilise Google Analytics audiences in advertising products, ensure the Google Analytics property is linked to the respective advertising platforms and personalised advertising is enabled.

Learn more about Customer Match in Google Analytics.