Create a Customer Match list by uploading a data file

Customer Match lets you reach your customers using the data they've shared with you. To incorporate this first-party data into your campaigns, you’ll first need to upload your data to Google Ads.

This article explains how to upload your data files. Before you begin you’ll need to create a customer list.

On this page

• Before you begin
• Basic formatting guidelines
• Column header formatting guidelines (Use English only)
• Formatting guidelines for uploading unhashed data
• Formatting guidelines for uploading hashed data
• Instructions
• Update your list
• Understanding match rates

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Before you begin

For an overview of how Customer Match works, read About Customer Match.

For more information about how Google uses the data files you upload and how the matching process works, read How Google uses Customer Match data.

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Basic formatting guidelines

Your data must be in a CSV file, encoded in either ASCII or UTF-8 (UTF-16 is not supported). Use a template or create your own file using a combination of the following header names in English: "Email," "Phone," "First Name," "Last Name," "Country," and "Zip." You can upload your Mobile Device ID using this template.

To keep your data secure, you can hash your customer data yourself using the SHA256 algorithm, or Google Ads will hash it for you using the same SHA256 algorithm, which is the industry standard for one-way hashing.

Customer data must be collected in compliance with Customer Match policies.

If you run into any issues with the upload process, learn how to fix Customer match issues.

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Column header formatting guidelines (Use English only)

Column headers in your data file must use the exact names specified in English. While the rest of your data can be in any language, the column headers must be in English.

• Email address matching: Use “Email” as the column header name in your data file.
• Phone matching: Use “Phone” as the column header name in your data file.
• Mailing address matching: For mail address matching, your data file must contain these 4 column headers: “First Name,” “Last Name,” “Country,” and “Zip.” If any of the required column header names are missing, your upload will likely result in an error.
• Combined email address, mailing address, and phone matching: Your file must contain these 6 column headers: “Email,” “Phone,” “First Name,” “Last Name,” “Country,” and “Zip." If you have multiple email addresses, mailing addresses, or phone numbers for a single customer, your file may include multiple “Email,” “Zip,” or “Phone” columns. You only have to include data fields that you find relevant to your customers.You may upload one data field, such as email addresses, or multiple data fields, such as mailing addresses and phone numbers.
• Mobile Device ID matching: Use “Mobile Device ID” as the only column header in your data file.

Each column header in your data file must be included in English only.

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Formatting guidelines for uploading unhashed data

When uploading unhashed data, remember that column header names in your customer data file must be in English. For API uploads, your data must be hashed. Learn more about how to format hashed data.

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Formatting guidelines for uploading hashed data

The column headers names in your customer data file must be in English.

To keep your data secure, you can hash your customer data yourself using the SHA256 algorithm.

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Instructions

1. Here’s how to upload your Customer Match data:
2. Go to the Audience manager within the Tools menu.
3. Select Audience lists from the Page Menu on the left.
4. Select the plus button to create a new audience list.
5. Choose Customer list.
6. Choose whether to upload a plain text data file or a hashed data file. The most important formatting guideline is to ensure that your column headers in your customer data file use the exact names specified in English.
   • If you choose to upload customer data in plain text, the private customer data in your file (Email, Phone, First Name, and Last Name) will be hashed on your computer using the SHA256 algorithm before sending it securely to Google's servers. Country and Zip data won’t be hashed.
   • If you choose to hash your data, make sure it meets the requirements described in format your customer data file.
7. Choose your new file.
8. If you agree, check the box “This data was collected and is being shared with Google in compliance with Google's Customer Match policies.”
9. Set a membership duration. The maximum duration is 540 days.
10. Select Upload and create list.
11. You can view the progress of uploading your data file under "Audiences Lists". This process may take up to 48 hours to complete.
12. After your data has uploaded, you’ll go to a file upload success page. You’ll find information about the number of rows that successfully uploaded and your match rate percentage.
13. You’ll also find the last 5 file operations and understand the upload statistics for those operations.

To successfully use your customer data file, it’s important to ensure that you format your customer data file correctly.

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Update your list

To keep your customer lists current, it's important to update and manage them regularly. Google Ads offers new audience reporting and has updated its terms. Learn more about Updates to Audience terms and phrases.

You can update your lists in the following ways:

• Replace all data: Replace the existing list with a completely new file.
• Add more customers: Add additional customer data to the existing list.
• Remove specific customers: Remove specific customer data from the existing list.

Here are different methods for updating your customer data:

• API upload: Account owners or administrators can use the Customer Match section of the Google Ads API to upload data files and manage audiences. More information can be found in the re-marketing section of the Google Ads API.
• Customer Match upload partner (CMU): Customer Match upload partners (CMUs) can upload match keys like email addresses, phone numbers, and mailing addresses without login credentials to your Google Ads account.
• Third Party automation solution: You can integrate your customer relationship management (CRM) system data sources with Google Customer Match using Zapier as your integration partner. Follow these instructions to connect your account with Zapier.
• Connect a new data source: Review the process of connecting a data source to create a new Customer list for supported data sources.

How to replace your existing customer list

Here’s how to replace your existing customer list:

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Audience manager.
4. Click the Audiences tab at the top of the page.
5. In your table of audiences, click your Customer Match segments.
6. In the “Customer list” panel, click the 3 dot icon and select Edit.
7. Select the Replace existing list members with a new customer list option.
8. Choose whether to upload a plain text data file or a hashed data file.
   • If you choose to upload customer data in plain text, the private customer data in your file (Email, Phone, First Name, and Last Name) will be hashed on your computer using the SHA256 algorithm before sending it securely to Google's servers. Country and Zip data won’t be hashed.
   • If you choose to hash your data, make sure it meets the requirements described in the Data file upload requirements section of this article.
9. Choose your new file.
10. If you agree, check the box “This data was collected and is being shared with Google in compliance with Google's policies.”
11. Set a membership duration. The default membership duration is unlimited, but you can set a custom time limit.
12. Click Save.

How to add data to an existing customer list

Here’s how to add data to an existing customer list:

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Audience manager.
4. Click the Audiences tab at the top of the page.
5. In your table of audiences, click your Customer list.
6. In the “Customer list” panel, click the 3 dot icon and select Edit.
7. Select the Add more customers option.
8. Choose whether to upload a plain text data file or a hashed data file.
   • If you choose to upload customer data in plain text, the private customer data in your file (Email, Phone, First Name, and Last Name) will be hashed on your computer using the SHA256 algorithm before sending it securely to Google's servers. Country and Zip data won’t be hashed.
   • If you choose to hash your data, make sure it meets the requirements described in the Data file upload requirements section of this article.
9. Choose the file that contains the data you want to add.
10. If you agree, check the box “This data was collected and is being shared with Google in compliance with Google's policies.”
11. Set a membership duration. The default membership duration is unlimited, but you can set a custom time limit.
12. Click Save.

How to remove data from an existing customer list

Here’s how to remove data from an existing customer list:

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Audience manager.
4. Click the Audiences tab at the top of the page.
5. In your table of audiences, click your Customer list.
6. In the “Customer list” section, click the 3 dot icon and select Edit.
7. Select the Remove specific customers option.
8. Choose whether to upload a plain text data file or a hashed data file.
   • If you choose to upload customer data in plain text, the private customer data in your file (Email, Phone, First Name, and Last Name) will be hashed on your computer using the SHA256 algorithm before sending it securely to Google's servers. Country and Zip data won’t be hashed.
   • If you choose to hash your data, make sure it meets the requirements described in the Data file upload requirements section of this article.
9. Choose the file that contains the data you want to remove.
10. If you agree, check the box “This data was collected and is being shared with Google in compliance with Google's policies.”
11. Set a membership duration. The default membership duration is unlimited, but you can set a custom time limit.
12. Click Save.

How to remove an existing customer list

Here’s how to remove an existing customer list:

1. In your Google Ads account, click the Tools icon .
2. Click the Shared library drop down in the section menu.
3. Click Audience manager.
4. Click the Your data segments tab at the top of the page.
5. In your table of audiences, click your customer list.
6. In the “Customer list” section, click the 3 dot icon and select Edit.
7. Select Remove List.

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Understanding match rates

A Customer Match match rate is the percentage of your uploaded customer list that can be connected to Google users, showing how much of your list is usable. Your match rate indicates whether you’re uploading the correct data in the right format. It isn’t an indicator of list performance.

When you upload a customer list, a secure hashing algorithm turns the data into codes. Google doesn't receive or view actual email addresses. Google accounts are also coded, and the codes are compared to find matches. After processing, the data file is deleted. Google doesn’t keep or use this data for any other purpose.

Match rates are only shown for uploads using the new Google Ads API with at least 100 rows matched to unique users.

It’s common to have customer information that isn't matched. Use the match rate as an indicator of data viability and formatting.

Here are some ways to improve your match rate:

• Add as many match keys as possible, like email and phone number.
• Work with a trusted Customer Match upload partner.

If you have issues with your Customer Match lists, contact us.

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Related links

• Fix Customer Match issues with list upload, small list size, or low volume
• How Google uses Customer Match data
• About Customer Match