Google Analytics integrates Customer Match to improve remarketing

A step towards more effective advertising campaigns thanks to the integration of first-party data.

Customer Match in Google Analytics: a new frontier for Remarketing

Google has launched Customer Match for Google Analytics Audiences, introducing a major innovation in the field of remarketing. This integration allows companies to use first-party data, such as email or phone numbers, to create more targeted and effective campaigns, in a context in which traditional methods, such as third-party cookies, are losing relevance.

How Customer Match integration works

When a user completes an action on your site, their first-party data, such as an email or phone number, can be collected and securely sent to Google. This encrypted data is then integrated into your Analytics audiences, improving your ad campaign targeting capabilities.

• Secure: Google uses advanced encryption standards to protect the confidentiality of your data.
• Automated setup: Customer Match data synced with Analytics connects directly to your Google Ads accounts, reducing the need for manual steps.

The main advantages of Customer Match

• Greater reach: Customer Match increases your reachable audience, even without cookies.
• Smart optimization: Campaigns using Smart Bidding or optimized targeting automatically leverage Customer Match data.
• Operational efficiency: No more manually uploading customer lists to Google Ads; simply enable the integration in Analytics.

Why Customer Match is important

The use of first-party data is becoming crucial to adapt to the new rules of the digital market, increasingly oriented towards the protection of privacy. Even if Google has postponed the abandonment of third-party cookies, the ability to manage first-party data represents a significant competitive advantage.

Considerations to keep in mind

• Automatic inclusion: Smart Bidding automatically includes Customer Match lists, but you can turn this off in your settings.
• Where to use: Customer Match is currently available for YouTube and Video Action campaigns, with support for Search Ads coming soon.
• Limitations: Customer Match does not apply to manual bid strategies.

How to enable Customer Match in Google Analytics

• Set up collection of user-provided data in Analytics.
• Link your Analytics account to Google Ads or other Google advertising platforms.
• Enable personalized advertising; no need to enable Google Signals for remarketing.

Analytics and Google Ads: a perfect synergy

Customer Match integration in Google Analytics makes audience management easier than manually uploading data to Google Ads. This solution is an effective strategy to optimize advertising campaigns and achieve better results.

First-party data continues to be key to customer growth strategies. With Customer Match, Google Analytics offers a powerful tool to improve advertising campaigns and succeed in an increasingly privacy-oriented world.