LogoLogo
  • 🦩Overview
  • 💾Datasets
    • Overview
    • Core Concepts
      • Columns & Annotations
      • Type & Property Mappings
      • Relationships
    • Basic Datasets
      • dbt Integration
      • Sigma Integration
      • Looker Integration
    • SaaS Datasets
    • CSV Datasets
    • Streaming Datasets
    • Entity Resolution
    • AI Columns
      • AI Prompts Recipe Book
    • Enrichment Columns
      • Quick Start
      • HTTP Request Enrichments
    • Computed Columns
    • Version Control
  • 📫Syncs
    • Overview
    • Triggering & Scheduling
    • Retry Handling
    • Live Syncs
    • Audience Syncs
    • Observability
      • Current Sync Run Overview
      • Sync History
      • Sync Tracking
      • API Inspector
      • Sync Alerts
      • Observability Lake
      • Datadog Integration
      • Warehouse Writeback
      • Sync Lifecycle Webhooks
      • Sync Dry Runs
    • Structuring Data
      • Liquid Templates
      • Event Syncs
      • Arrays and Nested Objects
  • 👥Audience Hub
    • Overview
    • Creating Segments
      • Segment Priorities
      • Warehouse-Managed Audiences
    • Experiments and Analysis
      • Audience Match Rates
    • Activating Segments
    • Calculated Columns
    • Data Preparation
      • Profile Explorer
      • Exclusion Lists
  • 🧮Data Sources
    • Overview
    • Available Sources
      • Amazon Athena
      • Amazon Redshift
      • Amazon S3
      • Azure Synapse
      • ClickHouse
      • Confluent Cloud
      • Databricks
      • Elasticsearch
      • Kafka
      • Google AlloyDB
      • Google BigQuery
      • Google Cloud SQL for PostgreSQL
      • Google Pub/Sub
      • Google Sheets
      • Greenplum
      • HTTP Request
      • HubSpot
      • Materialize
      • Microsoft Fabric
      • MotherDuck
      • MySQL
      • PostgreSQL
      • Rockset
      • Salesforce
      • SingleStore
      • Snowflake
      • SQL Server
      • Trino
  • 🛫Destinations
    • Overview
    • Available Destinations
      • Accredible
      • ActiveCampaign
      • Adobe Target
      • Aha
      • Airship
      • Airtable
      • Algolia
      • Amazon Ads DSP (AMC)
      • Amazon DynamoDB
      • Amazon EventBridge
      • Amazon Pinpoint
      • Amazon Redshift
      • Amazon S3
      • Amplitude
      • Anaplan
      • Antavo
      • Appcues
      • Apollo
      • Asana
      • AskNicely
      • Attentive
      • Attio
      • Autopilot Journeys
      • Azure Blob Storage
      • Box
      • Bloomreach
      • Blackhawk
      • Braze
      • Brevo (formerly Sendinblue)
      • Campaign Monitor
      • Canny
      • Channable
      • Chargebee
      • Chargify
      • ChartMogul
      • ChatGPT Retrieval Plugin
      • Chattermill
      • ChurnZero
      • CJ Affiliate
      • CleverTap
      • ClickUp
      • Constant Contact
      • Courier
      • Criteo
      • Crowd.dev
      • Customer.io
      • Databricks
      • Delighted
      • Discord
      • Drift
      • Drip
      • Eagle Eye
      • Emarsys
      • Enterpret
      • Elasticsearch
      • Facebook Ads
      • Facebook Product Catalog
      • Freshdesk
      • Freshsales
      • Front
      • FullStory
      • Gainsight
      • GitHub
      • GitLab
      • Gladly
      • Google Ads
        • Customer Match Lists (Audiences)
        • Offline Conversions
      • Google AlloyDB
      • Google Analytics 4
      • Google BigQuery
      • Google Campaign Manager 360
      • Google Cloud Storage
      • Google Datastore
      • Google Display & Video 360
      • Google Drive
      • Google Search Ads 360
      • Google Sheets
      • Heap.io
      • Help Scout
      • HTTP Request
      • HubSpot
      • Impact
      • Insider
      • Insightly
      • Intercom
      • Iterable
      • Jira
      • Kafka
      • Kevel
      • Klaviyo
      • Kustomer
      • Labelbox
      • LaunchDarkly
      • LinkedIn
      • LiveIntent
      • Loops
      • Mailchimp
      • Mailchimp Transactional (Mandrill)
      • Mailgun
      • Marketo
      • Meilisearch
      • Microsoft Advertising
      • Microsoft Dynamics
      • Microsoft SQL Server
      • Microsoft Teams
      • Mixpanel
      • MoEngage
      • Mongo DB
      • mParticle
      • MySQL
      • NetSuite
      • Notion
      • OneSignal
      • Optimizely
      • Oracle Database
      • Oracle Eloqua
      • Oracle Fusion
      • Oracle Responsys
      • Orbit
      • Ortto
      • Outreach
      • Pardot
      • Partnerstack
      • Pendo
      • Pinterest
      • Pipedrive
      • Planhat
      • PostgreSQL
      • PostHog
      • Postscript
      • Productboard
      • Qualtrics
      • Radar
      • Reddit Ads
      • Rokt
      • RollWorks
      • Sailthru
      • Salesforce
      • Salesforce Commerce Cloud
      • Salesforce Marketing Cloud
      • Salesloft
      • Segment
      • SendGrid
      • Sense
      • SFTP
      • Shopify
      • Singular
      • Slack
      • Snapchat
      • Snowflake
      • Split
      • Sprig
      • Stripe
      • The Trade Desk
      • TikTok
      • Totango
      • Userflow
      • Userpilot
      • Vero Cloud
      • Vitally
      • Webhooks
      • Webflow
      • X Ads (formerly Twitter Ads)
      • Yahoo Ads (DSP)
      • Zendesk
      • Zoho CRM
      • Zuora
    • Custom & Partner Destinations
  • 📎Misc
    • Credits
    • Census Embedded
    • Data Storage
      • Census Store
        • Query Census Store from Snowflake
      • General Object Storage
      • Bring Your Own Bucket
        • Bring your own S3 Bucket
        • Bring your own GCS Bucket
        • Bring your own Azure Bucket
    • Developers
      • GitLink
      • Dataset API
      • Custom Destination API
      • Management API
    • Security & Privacy
      • Login & SSO Settings
      • Workspaces
      • Role-based Access Controls
      • Network Access Controls
      • SIEM Log Forwarding
      • Secure Storage of Customer Credentials
      • Digital Markets Act (DMA) Consent for Ad Platforms
    • Health and Usage Reporting
      • Workspace Homepage
      • Product Usage Dashboard
      • Observability Toolkit
      • Alerts
    • FAQs
Powered by GitBook
On this page
  • Connect your Google Ads Account
  • Sync a Customer Match List with Census
  • 1. Create your Google Ads Customer Match Model
  • 2. Create your first Sync
  • 3. Confirm the data is in your Customer Match List
  • Best Practices and Notes
  • Supported Sync Behaviors
  • Digital Markets Act (DMA)
  • Common Issues
  • Did my sync work? It says completed but it isn't showing the updated timestamp I expect.

Was this helpful?

  1. Destinations
  2. Available Destinations
  3. Google Ads

Customer Match Lists (Audiences)

Maintain audience lists in Google Ads to retarget and re-engage your users.

PreviousGoogle AdsNextOffline Conversions

Last updated 10 months ago

Was this helpful?

Connect your Google Ads Account

Follow the

Sync a Customer Match List with Census

1. Create your Google Ads Customer Match Model

Navigate to the page.​

Here you can write SQL queries or select dbt models that contain the data you want to send to Google Ads.

Right now, we're going to send data to an existing Customer Match list, which requires a specific set of properties. We'll create a model that has:

  • The email of the Customer

  • Any other properties about the Customer that can assist in the match.

Once you have created your model, click save.

2. Create your first Sync

Now head to the and click the Add Sync button

In the " What data do you want to sync?" section

  • For the Connection, select the data warehouse you connected in the Prerequisites Step 2

  • For the Source, select the model you created in step 1 of this section

Next up is the "Where do you want to sync data to?" section

  • Pick Google Ads as the Connection

  • For Object, pick Customer

For the " How should we identify customer list members?" section

  • Pick the right mapping key, in this case, we'll use Email

  • You will have the option of picking an existing list to sync or creating a new list to sync

Finally, select the fields you want to update in the Mapper in the "Which Properties should be updated?" section. Here simply map the field from your model to the properties of the Customer Match List.

The end result should look something like this

Click the Next button to see the final preview which will have a recap of what will happen when you start the sync.

3. Confirm the data is in your Customer Match List

Now go back to your Google Ads account and view the list. If everything went well, you should see that the list has been updated with your data. Because this is an Audience Matching mechanism, Google will not tell you the exact number of matches it found, but should tell you that it was updated.

That's it! In 3 steps, you connected your data warehouse to Google Ads and built live Customer Match audiences Google Ads 🎉

Best Practices and Notes

Google Customer Match, as its name implies, is a matching service rather than the usual direct upload. In order to protect user data, we do not upload the data you provide directly. Instead, records are "matched" against Google's existing user base. To do this, both sides perform a "hash" -- or consistent, but irreversible conversion -- of data so users can be compared without revealing the actual personally identifiable information. Census automatically takes care of this hashing step for you.

We recommend you do not use Google's Customer Match expiration setting. Census-synced records are subject to the same expiration and will not be re-uploaded unless they are changed in your source data.

Supported Sync Behaviors

Behaviors

Supported?

Update or Create

✅

Mirror

✅

Sync Keys: User ID, Mobile ID, Email, Phone Number

Please note that the above behaviors will map to what you select in the, "When a record is removed from source data" dropdown in the Customer List sync section. Selecting "Do Nothing" will map to Update or Create(Upsert) while "Remove matching record from customer list" will map to Mirror.

Note: If you're reusing an existing Customer Match List, Census will not remove any users already added to those lists through other means.

Digital Markets Act (DMA)

Did my sync work? It says completed but it isn't showing the updated timestamp I expect.

The standard place where bulk files uploading update status doesn't actually update when using Census. Instead, you've gotta hover on a specific card.

Steps to get there:

  1. Open your google ads account

  2. Navigate to Tools & Settings > Audience Manager

  3. Hover over the name of your desired audience in the list.

  4. Expand the section labeled Customers based on email, phone, and/or mailing address uploads

  5. Within that, you'll see a Last upload label.

If that date isn't the same time as the most recent sync completed, please reach out via our in-app chat and we will investigate it with you.

if you're looking for additional Sync Behaviors!

When syncing Customer Match Lists to Google Ads, you can include consent information to ensure compatibility with . Google Ads objects now support two additional fields: Consent for ad user data and Consent for ad personalization, which can be set to one of the following values: UNKNOWN, UNSPECIFIED, GRANTED, DENIED. See Google's for more information on the behavior of different options.

Common Issues

🛫
⚠️
set-up instructions here!
Models
Sync page
Contact us
Google's EU User Consent Policy
documentation
Operations mapping to Sync behaviors