Intro

The Google Data Manager destination sends Customer Match audiences to either a Google Ads account or a Display & Video 360 account. You choose the account type when you create the destination. Some audience types are available only for Google Ads (see Audience types).

Saved destinations are available to all users in your company and can be reused indefinitely.

Table of contents

• Customer Match pre-requisites
• Audience types
• Activation keys
• Creating a Google Data Manager destination
• Exporting results to a Google Data Manager destination
• Additional information

Customer Match pre-requisites

Before configuring anything within the InfoSum platform, InfoSum must be authorised to upload Customer Match audiences to your Google account. The step depends on the account type you intend to use.

Google Ads

Ensure your Google Ads account is eligible for Customer Match and that the Customer Match Terms of Service have been accepted within the account. First link InfoSum as a Data Partner via the UI in the Connected Products area of Data Manager in your Google Ads account.  You will need your Google Ads customer ID when creating the destination.

Display & Video 360

Link InfoSum as a Customer Match Upload advertiser using the Advertiser ID within your DV360 account. Please follow the steps outlined by Google here. You will need your DV360 advertiser ID when creating the destination.

Important Google consent update

Google enforces EU consent policies on Customer Match uploads. New consent fields must be completed in order to push your data to Google Customer Match destinations. Users outside the European Economic Area (EEA) still need to complete these fields in order to send their data to Google, but restrictions may differ. Read more here.

Audience types

The Google Data Manager destination supports three audience types. The audience type is fixed when the audience is created and determines which columns you map when you export.

Contact Information and Mobile ID audiences require acceptance of the Customer Match Terms of Service.

Activation keys

The identifiers you can map depend on the audience type:

• Contact Information
  • Email
  • Phone number (international E.164 format with a leading + and country code)
  • First name
  • Last name
  • Region code (two-letter ISO 3166-1 alpha-2 country code, for example GB, US)
  • Postal code
• Mobile ID
  • Mobile Advertiser ID (MAID), sent alongside a Mobile App ID and platform (iOS or Android)
  • IDFA (iOS) and AAID (Android) must be split into separate columns upon data upload to the InfoSum platform, and uploaded to separate Google audiences
  • MAIDs cannot be combined with any other identifier type
• User ID (Google Ads only)
  • Your own first-party user ID

Note:

1. The columns you map must match the audience type selected when the audience was created.
2. Email, names, and phone numbers may be supplied as plaintext or already as a 64-character SHA-256 hash in hex. The InfoSum platform formats and hashes any plaintext values before sending. See Google's data formatting requirements if providing pre-hashed values.

Creating a Google Data Manager destination

First, select the Destinations tab under Activate and then click Create a New Destination.

The form below appears when you select Google Data Manager as your destination type. The following fields need to be completed:

1. Destination Type: select Google Data Manager.
2. Name: identifies the destination.
3. Description: a free-text explanation of the destination.

Once completed, press Next.

Adding connection details

Use destinations to create a connection between the InfoSum platform and your Google Ads or DV360 account.

The form contains the following fields:

1. Account
   • Account Type: Google Ads or Display & Video 360.
   • Google Ads Customer ID (when Google Ads is selected), or Display & Video 360 Advertiser ID (when DV360 is selected).
2. Action
   • Create: create a new audience.
   • Append: add records to an existing audience.
   • Remove: remove records from an existing audience.
   • Delete: delete an existing audience. This does not transmit IDs and should be used sparingly. Prefer to delete audiences manually from within your Google Ads account.
3. For the Create action:
   • Audience Display Name.
   • Audience Description (optional).
   • Audience Type: Contact Information, Mobile ID, or User ID.
   • For a Mobile ID audience, also provide the Key Space (iOS or Android) and the App ID. For iOS, use the 9-digit App Store ID. For Android, use the application package name, which starts with com..
4. Membership Duration (Optional Fields): the number of days a user remains in the audience after being added. Must be between 1 and 540 days. Defaults to 30 days.

You can toggle the Action, the Account, and the Membership Duration blocks to be editable at export time if you wish, and then click Submit to save the destination.

Note: Google requires the append and remove functions to be separate actions, not submitted together in a single push. You will need to create new, or edit existing destinations for adding and removing records.

The saved destination is stored on the platform's Destinations page and can be added to a collaboration, enabling it to be selected in the Activations tab when exporting an activation segment. The destination can be reused and is available to all users in your company.

Exporting results to a Google Data Manager destination

You can activate results to a destination using either Segment Builder or the Query Tool.

1. Navigate to Activation Segments and start an export

Once you have created the activation segment, go to the Activation Segments tab under Activate, where you can find all of the historic segments created by your team for that collaboration. Please ensure you are in the correct Collaboration view at the top for the Activation you are looking for.

A 'ready' status shows that the query has been successful and is ready to be sent to a destination. Activation segments are only 'ready' for 36 hours, to ensure that you are always exporting the freshest data. You can refresh a segment by clicking 'refresh' in the details panel of each segment.

When you select an activation segment, an information panel appears on the side of the page allowing you to view the segment and export it to a destination with the correct permissions for that collaboration.

You can click 'Export' to start a new export, or click 'View' / double-click on the activation segment name to view all exports associated with this segment.

2. Select your destination

After you click Export, a new pane appears with a list of the destinations available for this segment. You will see all the destinations that your company owns or has permission to use for that collaboration. Select your destination.

3. Configure the export

When you select the destination, the pane shows additional options, including column mapping and the consent and terms fields.

Export configuration fields

Note:

1. The column mapping type must match the audience type selected when the audience was created.
2. Phone numbers must be correctly formatted as E.164 format. InfoSum does not translate local phone numbers to E.164 format.
3. Ensure each field is formatted correctly per Google's data formatting requirements.

Note on consent: If you are unsure whether the data you are sending is consented, please check with the data owner first. Data used in the European Economic Area (EEA) cannot be sent unless consent has been granted for both consent fields. See Google's consent guidance.

4. Click Export to Destination to initiate the activation.

Google's documentation for Customer Match audiences through the Data Manager API is available here.

Additional information

1. After an export, Google processes the audience before it is usable. Initial processing typically begins within a few hours, and full matching and population across the network can take up to 24 to 48 hours, and longer for large lists.
2. Audiences are uploaded in batches of up to 10,000 members which may appear as multiple uploads in the UI. 
3. Google applies minimum and maximum audience size requirements to Customer Match audiences which should be visible in your Google UI. 
4. If sending a multi-value key column, ensure you select to flatten the output when saving the activation segment (this must be done via the IQL Query Tool).
5. You can find your InfoSum uploaded audiences within the Tools > Shared Library > Audience Manager > My Audiences area of your Google Ads account or the Audiences area of your DV360 advertiser account.