Configure destinations for Google Customer Match (GDM)

Google Customer Match (GDM) syncs an Amperity audience to a Google Customer Match user list, so you can target those customers across Google Search, Shopping, Gmail, YouTube, and Display. Members are matched to Google users on a hashed email address or phone number, or on a mobile advertising ID. The connector uses Google’s Data Manager platform (GDM).

Beta

The Google Customer Match (GDM) connector is currently in beta. Contact your Amperity representative to learn more.

Use Google Customer Match (GDM) to sync an Amperity audience to a Google Customer Match user list, so you can target those customers across Google Search, Shopping, Gmail, YouTube, and Display.

Each member is matched to Google users on a single identifier that you choose when you configure the destination: an email address, a phone number, or a mobile-id (mobile advertising ID). Amperity applies SHA-256 hashing to email and phone values before sending them; plaintext identifiers never leave Amperity. Phone numbers are converted to E.164 format first, and a number with no country code is treated as a US number, so supply non-US numbers already in E.164 format. Mobile advertising IDs are sent as-is, because Google does not accept them hashed.

A member whose chosen identifier is missing or cannot be used — a phone number that does not parse, for example — is dropped and reported as a failed row, so that one bad member does not fail the whole run.

The query or segment sent to Google Customer Match (GDM) must return the one column that matches the configured Match identifier — an email, phone, or mobile-id column — and only that column.

Note

Google Customer Match (GDM) is a separate connector from Google Customer Match, which sends audiences over an older Google API. This connector uses Google’s newer Data Manager platform and authenticates as your own Google account. Existing audiences are not shared between the two connectors.

The query behind a Send to orchestration is not checked against the connector’s schema before it runs, so a query that returns the wrong column is not caught up front. Make sure the query returns:

• Exactly one column, named for the configured Match identifier and spelled exactly as Amperity reads it: email, phone, or mobile-id. Note that mobile-id is hyphenated, not mobile_id.

• No other columns. Any extra column is ignored, not rejected.

That column is also the key Amperity uses to track audience membership, so it must stay fixed: changing the Match identifier after the audience exists means recreating the audience. A query that omits the configured column, or returns a different one, still runs — every member then fails to match, the audience is left unchanged, and the run reports every row as failed with no error raised beforehand.

Note

This destination uses the Google Data Manager API .

Important

Google Customer Match (GDM) updates membership incrementally. Each run sends only the members who joined or left the audience since the last run: new members are added, and members who left are removed individually by name. Members already in the audience are left in place and reported as unchanged. Amperity tracks these membership changes itself, so it never resends the full audience.

Caution

A single identifier is sent per member — the Match identifier you configure applies to every member of the audience. Because that identifier is also how Amperity tracks membership, it cannot be changed without recreating the audience, and match rates are typically lower than a connector that sends several identifiers per person. Per-member consent signals are not sent, so a segment sent to Google Customer Match (GDM) must already exclude anyone who has denied ad personalization or ad user data.

Note

Membership changes are applied in the background and can take from minutes to days to take effect. Amperity reports members as delivered once Google accepts them. A successful orchestration means Google accepted the members, not that they are in the audience yet — confirm the audience member count in the Google Ads interface. Google also reports success for removing a member who was not in the audience, so only the member count in Google can confirm a removal. When Google rejects members within a batch, Amperity reports them as failed rows with Google’s explanation in the run’s error log, and the rest of the batch is still sent.

Caution

Amperity can only update an audience it created. If the configured Audience name matches an audience that was shared into the account from elsewhere, the run fails with an error that names the audience rather than writing to it.

Note

The connected Google account must directly administer the account named in Customer ID. Manager account (MCC) setups, where the login reaches the account indirectly through a manager account, are not supported. Google also refuses membership changes when the account is disabled, or when it has campaigns that are missing the required European Union political advertising declaration; both are resolved in the Google account.

Get details

Review the following details before configuring credentials for Google Customer Match (GDM) and before configuring Amperity to send audiences to Google Customer Match (GDM).

	Credential settings Refresh token Required A refresh token is generated by the OAuth process and authorizes Amperity to send data to Google Customer Match (GDM). The value for the refresh token is automatically updated. Important Authentication for Google Customer Match (GDM) must be completed within Google, using the Connect with Google sign-in flow, before configuring Amperity to send audiences to Google Customer Match (GDM). During sign-in, approve access to Google’s Data Manager service.
	Required configuration settings Customer product Required The type of Google product that owns the audience. Select one of “Display Video Advertiser”, “Display Video Partner”, or “Google Ads”. Customer ID Required The Customer ID of the Google account that owns the audience. The Google account you connect must be able to administer this account and manage its Customer Match audiences. Match identifier Required The dataset column Google matches members on. Select one of “email”, “phone”, or “mobile-id”. A single identifier is used for every member of the audience, and it is also the key Amperity uses to track membership changes across runs, so it cannot be changed without recreating the audience. Audience name (Required at orchestration) The name of the Google audience to update. If no audience by that name exists on the account, Amperity creates one. Characters other than letters, numbers, underscores, dashes, and spaces are removed from the name.
	Optional configuration settings Audience description A description for the audience. Used only when Amperity creates the audience for the first time. Membership duration The length of time (in days), after which Google removes a customer from this audience. This value may be between “0” - “540”. Used only when Amperity creates the audience for the first time; changing it afterward has no effect on an existing audience. To remove members, exclude them from the audience — Amperity removes departing members by name on the next run.

Configure credentials

Configure credentials for Google Customer Match (GDM) before adding a destination.

An individual with access to Google Customer Match (GDM) should use SnapPass to securely share “refresh token” details with the individual who configures Amperity.

To configure credentials for Google Customer Match (GDM)

	From the Settings page, select the Credentials tab, and then click the Add credential button.
	In the Credentials settings dialog box, do the following: From the Plugin dropdown, select Google Customer Match (GDM). Assign the credential a name and description that ensures other users of Amperity can recognize when to use this destination. Note Amperity provides two Google Customer Match connectors. Select “Google Customer Match (GDM)” to sync audiences over Google’s Data Manager platform. Google Customer Match is the separate connector that uses an older Google API.
	The settings that are available for a credential vary by credential type. For the “google-customer-match-gdm” credential type, configure settings, and then click Save. Refresh token Required A refresh token is generated by the OAuth process and authorizes Amperity to send data to Google Customer Match (GDM). The value for the refresh token is automatically updated.

Add destination

Use a sandbox to configure a destination for Google Customer Match (GDM). Before promoting your changes, send a sample audience, and then verify the results in Google Customer Match (GDM). After verifying the end-to-end workflow, push the destination from the sandbox to production.

To add a destination for Google Customer Match (GDM)

	Open the Destinations page, select the New destinations button, and then select Orchestration. To configure a destination for Google Customer Match (GDM), do one of the following: Click the row in which Google Customer Match (GDM) is located. Destinations list alphabetically and you can scroll up and down the list. Search for Google Customer Match (GDM). Start typing “google”. The list filters to show only matching destinations. Select “Google Customer Match (GDM)”.
	Select the credential for Google Customer Match (GDM) from the Credential dropdown, and then click Continue. Tip Amperity validates the connection when the destination is saved. If the connection cannot be validated, an error is shown and the destination is not saved.
	In the “Destination settings” dialog box, assign the destination a name and description that ensures other users of Amperity can recognize when to use this destination. Configure business user access By default a destination is available to all users who have permission to view personally identifiable information (PII). Enable the Admin only checkbox to restrict access to only users assigned to the Datagrid Operator and Datagrid Administrator policies. Enable the PII setting checkbox to allow limited access to PII for this destination. Use the Restrict PII access policy option to prevent users from viewing data marked as PII anywhere in Amperity and from sending data to downstream workflows.
	Configure the following settings, and then click “Save”. Customer product The type of Google product that owns the audience. Select one of “Display Video Advertiser”, “Display Video Partner”, or “Google Ads”. Customer ID The Customer ID of the Google account that owns the audience. The Google account you connect must be able to administer this account and manage its Customer Match audiences. Match identifier The dataset column Google matches members on. Select one of “email”, “phone”, or “mobile-id”. A single identifier is used for every member of the audience, and it is also the key Amperity uses to track membership changes across runs, so it cannot be changed without recreating the audience. Audience name (Required at orchestration) The name of the Google audience to update. If no audience by that name exists on the account, Amperity creates one. Characters other than letters, numbers, underscores, dashes, and spaces are removed from the name. Audience description A description for the audience. Used only when Amperity creates the audience for the first time. Membership duration The length of time (in days), after which Google removes a customer from this audience. This value may be between “0” - “540”. Used only when Amperity creates the audience for the first time; changing it afterward has no effect on an existing audience. To remove members, exclude them from the audience — Amperity removes departing members by name on the next run. To ensure customers stay in this audience ensure the frequency at which Amperity sends the audience to Google Customer Match (GDM) is less than the membership duration.
	After configuring this destination users may use: Orchestrations to send query results Orchestrations and campaigns to send audiences Orchestrations and campaigns to send events
	Validate the audience with Google Customer Match (GDM) by using a sample audience with a very small membership. For example: 10 or 100 members or the minimum audience size recommended by Google Customer Match (GDM). Send the sample audience to Google Customer Match (GDM) and verify the sample audience is correct in Google Customer Match (GDM). Make adjustments if necessary. Only send full audiences after validation is complete.