Google Ads Customer Match has introduced two new keys for matching customer data: IP Address and Timestamp. Advertisers can now use the IP address captured during user interaction along with a timestamp to improve customer match rates. This data must be uploaded unhashed.
Importantly, IP and timestamp matching is not available for end users located in the EEA, UK, or Switzerland, requiring advertisers to exclude these regions from IP sharing and ensure proper data collection disclosures and consent.
This update involves changes to the Customer Match data file format, now needing eight columns, including the newly added ‘User IP address’ and ‘User Interaction timestamp’. Additionally, multiple help pages now describe customer data as “collected” rather than “shared”.
Read the official help page: Create a Customer Match list by uploading a data file.
This update was spotted by Hana Kobzová.
