Glossary: Customer Match


Customer Match refers to the ability inside the Adwords platform to upload a list of user details (eg. Email Addresses, Phone Numbers) and have Google ‘match’ them to real users (actually, their browser cookies).

It must be noted that 1) all matching data is hashed, and 2) there is a minimum matched list size of 1,000 users (typically with Google around 50% of user details cannot be matched, so to reach the minimum list size, you will likely need a list of at least 2,000 users). Both of these measures are put in place so that at no point in time can Advertisers ever see what action any one particular user is taking – we can only ever see behaviour in aggregate and optimise accordingly.


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