This article explains how to implement MatchID within your Floodlight tags for various uses in Search Ads 360.
MatchID is a unique, advertiser-controlled identifier used within Floodlight tags to connect user interactions with your ads across Google Marketing Platform products like Search Ads 360 and Campaign Manager 360.
By implementing MatchID, you can accurately link online ad engagements to offline conversion data or enrich online conversions with first-party data through features like Enhanced Conversions and Offline Conversion Import. This provides more accurate measurement, especially in a world with fewer third-party cookies, leading to better campaign optimization and results.
On this page
- Benefits of MatchID in SA360
- MatchID format requirements
- How to set up MatchID in your Floodlight tags
- Set up MatchID with Enhanced conversions for web via API
- Set up MatchID with offline conversions
- Best Practices
Benefits of MatchID in SA360
MatchID offers more robust and future-proof conversion measurement for SA360 compared to relying solely on ClickIDs (GCLID). Unlike traditional ClickIDs, MatchID is a persistent identifier that advertisers control and pass in the Floodlight tag, ensuring more resilient tracking of conversions back to your ads. This is crucial for:
- Enhanced Conversions for web via API: Enriching your online Floodlight conversions with hashed user-provided data (like email addresses or phone numbers) sent via the CM360 API, using MatchID as the join key.
- Offline Conversion Import: Reliably uploading conversions that happen offline (e.g., in a CRM) and tying them back to the initial ad interactions, even if the GCLID is not easily captured or persisted.
MatchID format requirements
Ensure that your MatchID follows these requirements:
- Length: Maximum 100 characters
- Allowed characters: Letters (a-z, A-Z), numbers (0-9), hyphens (-), and underscores (_).
- Case sensitive: “MatchID123” is different from “matchid123”.
How to set up MatchID in your Floodlight tags
You’ll need to modify your website’s Floodlight tags to pass a MatchID. This should be a unique identifier relevant to your system or business, such as a CRM ID, order ID, transaction ID, or lead ID associated with the user.
Capture the MatchID at the earliest touchpoint where a user becomes identifiable (e.g. on a lead form submission or after a login). A Floodlight tag must fire for the MatchID to be collected, so we recommend setting up a dedicated Floodlight activity for lead generation that sends the MatchID parameter.
Finally, create a second, separate Floodlight activity to be used exclusively for sending your offline conversions through the API.
Important: Both of these Floodlight activities must be configured within the same Floodlight configuration to ensure the MatchID is processed correctly.
Option 1: Set up with Google Tag Manager (Recommended)
- In Google Tag Manager, open your Floodlight Counter or Floodlight Sales tag configuration.
- Under "Advanced settings," locate the Match id field, under the "Standard variables" section.
- Enter the Google Tag Manager variable that holds your unique MatchID value. This variable dynamically populates the MatchID based on the user or session.
- Save your tag changes and publish the container.
Option 2: Set up with the Google Tag (gtag.js)
match_id parameter to the dc_custom_params object of your Floodlight event snippet. For example:<!--
Event snippet for match_id on : Please do not remove.
Place this snippet on pages with events you’re tracking.
Creation date: 07/27/2020
-->
<script>
gtag('event', 'conversion', {
'allow_custom_scripts': true,
'send_to': 'DC-5027516/matchid/match0+standard'
'dc_custom_params' : {
'match_id': [match_id],
}
});
</script>
<noscript>
<img src="https://ad.doubleclick.net/ddm/activity/src=5027516;type=matchid;cat=match0;dc_lat=;dc_rdid=;tag_for_child_directed_treatment=;tfua=;npa=;ord=1;match_id=[match_id]?" width="1" height="1" alt=""/>
<noscript>
Set up MatchID with Enhanced Conversions for Web via API
Note: If you plan to use Enhanced Conversions for Web via API or Enhanced Conversions for Offline, ensure you have Enhanced Conversions enabled at the Floodlight Configuration-level.
It’s not required to enable Enhanced Conversions or map PII at the individual tag-level.
| Learn how to Set up enhanced conversions manually with Google Tag Manager and Set up enhanced conversions with Google tag. |
Enhanced Conversions for Web via API allow sending hashed first-party data to enhance existing online Floodlight conversions.
- Accept terms of service (ToS): Ensure that you accept the Enhanced Conversions Terms of Service. These can be found in the Floodlight Configuration settings within Campaign Manager 360.
- Implement MatchID: Ensure that your online conversion Floodlight tags are implemented with a unique
match_id.- MatchID is the only supported ClickID for Enhanced Conversions via API
- Upload hashed data: After the online conversion occurs, upload hashed-PII via one of two methods:
- Data Manager: Data Manager provides a user-friendly interface to connect and upload data from various sources. These include CRMs (like Salesforce), databases (BigQuery), or file uploads (SFTP). This can help you simplify the upload process since you won’t need any direct API development.
- Campaign Manager 360 API: The CM API supports the upload of hashed user identifiers via the
conversions.batchupdatemethod. You can use thematchIdto specify the online conversion event to modify. Learn more about Enhanced conversions via the CM API.
Set up MatchID with offline conversions
To set up MatchID with offline conversions, follow these steps:
Establish MatchID online: A user must interact with your site at some point where a Floodlight tag fires with their associated MatchID. This creates the link between the MatchID and the user's ad interactions. Consider using a MatchID on events like logins or form submissions.
- Upload offline conversions: When the offline conversion happens, upload the event details. You can use one of the following methods:
- Notice: For either method to work, make sure the authenticating user has “Insert offline conversions” permissions within the CM Advertiser that owns the Floodlight configuration.
- Data Manager: Data Manager provides a user-friendly interface to connect and upload data from various sources. These include CRMs (like Salesforce), databases (BigQuery), or file uploads (SFTP). This can help you simplify the upload process since you won’t need any direct API development.
- Campaign Manager 360 API: Use the
conversions.batchinsertmethod. Include thematchId,floodlightConfigurationId,floodlightActivityId,timestampMicros(when the conversion occurred),value, and other relevant details.
Best Practices
You should consider these best practices when implementing MatchID:
- Upload timing: For offline conversions (
batchinsert), we recommend waiting at least 2 hours after the online Floodlight event (the event that establishes the MatchID). 6 hours is our general best practice to avoid retry attempts. - MatchID lifespan: The link between a MatchID and Google's identifiers persists for 60 days. This lifespan begins from the last time a Floodlight event fires with that specific MatchID.
- Data security: Hash and normalize user data, like email or phone, using SHA-256 before uploading via the API. It’s critical that normalization and hashing standards are followed exactly for best results.
- PII uploaded via Data Manager will be normalized and hashed automatically.