Send audiences to 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).

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.

The steps required to configure campaigns to send audiences to Google Customer Match (GDM).

Note

Ask your DataGrid Operator or your Amperity representative for help configuring Google Customer Match (GDM) as a destination to which you can send campaigns for customer activation.

Caution

This destination is available for sending campaign audiences to Google Customer Match (GDM) after it is configured by a Datagrid Operator or your Amperity representative.

If this destination cannot be selected from the campaigns editor or activations canvas ask your Datagrid Operator or Amperity representative to configure a destination for sending campaign audiences to Google Customer Match (GDM).

Build a segment

Use the Segment Editor to build any audience using a series of drop-downs and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to view audience size and to see the value it brings to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

About segments that use the sub-audience editor

You can use any attribute that is in your customer 360 database to define your audience.

When sending the list of customers who belong to this audience to Google Customer Match (GDM) as part of a campaign you must choose specific attributes to send.

Google Customer Match (GDM) supports the following attributes: audiences.

Important

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.

Add to a campaign

Use the campaign editor to configure Amperity to send data to Google Customer Match (GDM). Add a segment, define exclusions and sub-audiences, and then define each audience sent to Google Customer Match (GDM).

	Open the Campaign Editor. This is available from the Campaigns page. Click the Create campaign button in the top right corner of the page.
	Assign Google Customer Match (GDM) as a destination for at least one treatment group. Note You may need to edit the attributes for the sub-audience to ensure Amperity is sending the right data to Google Customer Match (GDM).
	Click Edit attributes to review the attributes that Amperity sends to Google Customer Match (GDM). an email address, a phone number, or a mobile advertising ID Amperity pre-selects the list of attributes sent to Google Customer Match (GDM). The Edit attributes page for Google Customer Match (GDM) is similar to: Note The Merged Customers table is the default table for sending data to Google Customer Match (GDM), even though segments are often built against the Customer 360 table. This is by design. The Merged Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer 360 table.

Configure default attributes

Each unique destination configured to send treatment group audiences to Google Customer Match (GDM) has a set of default attributes.

Configure default attributes by clicking the Default attributes link next to the Create campaign button on the Campaigns page.

The source table defaults to the Merged Customers table for most attributes. This is configurable.

Google Customer Match (GDM) matches members on a single identifier — the Match identifier configured on the destination. Map the source attribute that matches that identifier. Return only that attribute; Amperity rejects a dataset that contains attributes it does not recognize.

Source attribute	Required?	Destination attribute
email	Depends	An email address. Map this attribute when the destination’s Match identifier is email. Amperity applies SHA-256 hashing before sending.
phone	Depends	A phone number. Map this attribute when the destination’s Match identifier is phone. Amperity converts the number to E.164 format and applies SHA-256 hashing before sending.
mobile-id	Depends	A mobile advertising ID. Map this attribute when the destination’s Match identifier is mobile-id. Sent as-is, because Google does not accept mobile advertising IDs hashed.