Google Analytics just made a move that could change how advertisers approach targeting in a world without third-party cookies. They’ve introduced a beta feature called Customer Match, designed to help advertisers use their first-party data more effectively.
Here's what you need to know about this update.
What Is Customer Match?
Customer Match is Google’s latest attempt to fill the gaps left by the gradual disappearance of third-party cookies. This new feature lets advertisers use first-party data collected through their own websites—like email addresses or phone numbers—for enhanced remarketing.
Here’s the catch: this data is securely hashed before it’s used, so user privacy stays intact.
With this update, marketers can broaden their audience reach across Google’s ad platforms, especially in scenarios where traditional identifiers like cookies are unavailable.
How to Set It Up
Activating Customer Match in Google Analytics requires a bit of prep, but it’s fairly straightforward. Here’s a quick rundown:
Collect User Data: Start by enabling user-provided data collection on your Analytics property.
Link Your Accounts: Connect your GA4 property with relevant Google advertising accounts.
Enable Personalisation: Turn on personalised ad settings to make the most of the feature.
Once these steps are complete, Customer Match can integrate seamlessly into your campaigns.
Smart Bidding Just Got Smarter
If you’re already using Smart Bidding, Customer Match is a game-changer. This feature automatically feeds first-party data into Smart Bidding campaigns, boosting performance by refining targeting.
Currently, the beta is live for YouTube and YouTube Video Action campaigns, with support for in-feed and Search ads on the way.
How Is This Different From Google Ads Customer Match?
If you’ve used Customer Match in Google Ads, you might wonder how this differs. The Analytics version simplifies the process by skipping the manual CSV file uploads required in Google Ads.
Instead, it automatically pulls in first-party data you’ve already collected, expanding your remarketing audiences with minimal effort.
Why This Update Matters
This isn’t just a shiny new tool—it’s a response to an industry-wide shift. As cookies phase out, marketers need reliable ways to reach their audiences without compromising user privacy.
Here’s what makes this update worth your attention:
Stronger Customer Relationships: With first-party data, you can connect with your audience on a deeper level.
Scalable Targeting: Customer Match offers an easy way to scale your remarketing efforts.
Enhanced Campaign Signals: First-party data acts as a key signal for Smart Bidding and optimised targeting, improving ad performance.
What About Privacy?
Google knows privacy is a hot topic. That’s why all data processed through Customer Match is hashed and protected using the same security standards Google applies to its own systems. In short, your customer data stays confidential.
A Step Toward the Future
As the digital ad landscape evolves, tools like Customer Match help bridge the gap between effective targeting and user privacy.
For marketers, this is more than just a beta feature—it’s a glimpse into what advertising looks like in a cookie-less world.
Ready to dive in? Start by linking your GA4 property today and explore the possibilities of first-party data in your campaigns.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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