Integrate Google Ads Audiences

With the Google Ads customer match list, you can use your online and offline data to reach and re-engage your customers on Google search, Shopping-tab, Gmail, YouTube and Google display. Using information that your customers have shared with you, Customer Match will target ads to these customers and other customers similar to existing customers.

Customer matching is a useful advertising tool for brand awareness and increasing conversions. Here are some examples of different audiences you can target with Google customer matching

  • On Google search and Google shopping, you can optimise your campaigns by adjusting your bid based on what you know about your customers' activities.
  • On Gmail, you can reach your customers or new prospects with similar interests with personalised ads at the top of users' inboxes.

  • On YouTube, you can reach new segments by targeting segments that are similar to your most valuable customers.

  • Google Display allows you to reach your customers or new potential customers with similar interests with customised ads in the Google Display Network.

read more about Google kundmatchning

About integration

Rules integration with Google customer matching, you can via a segment inside Rule press the "Connect" button inside the segment. Then active members of the segment will end up in a new customized target group in Google customer matching. Follow the "Installation" step to see how to set up the segment

Examples of segmentation from Rule to Google customer matching could be members who have not shopped for 120 days, by creating a target group of these members you can then reach them in more channels than email and SMS.


For the integration to work, you need to have a Google Ads account. If you have multiple ads accounts linked to Google Ads, you will choose which account to link to this particular member upload in the login step.

When sending an audience to Google Ads for the first time, you will need to sign in to your Google Ads account, and agree to the terms below.

Create segments

  1. Hover your mouse over "Members"
  2. Then click on "Segment"

Then select an existing segment or create a new one. Read about hur man sätter upp ett segment

  1. Click on "Connect external audience"
  2. Then "Connect" on the Google Ads customer matching list

Choose which account!

Once Rule and Google are linked, members are transferred immediately and you get a notification that the export has been successful. If there are a large number of members (100,000 or more, it may take a few minutes)

  1. Here you can see if it is connected
  2. Which account is linked
  3. How many customers ended up in the segment
  4. If you want to sync again

When you log in to and click on "Tools & Segments" then select "Shared Library" and click on "Audience Manager" where the newly created audience is located click on it to see the number of rows (members) from the segment and its status.

How often can you update?

We use a replacement list when we update as it does not affect current campaigns you may have running. This means that each update has to be worked through by Google and can take up to 24 hours before you can send a new list. We show a message that the "Audience" is not ready for update if it is being updated. 

You can also see the status under Google Ads by clicking on Audiences and scrolling down to your target audience. The name of the Audience is "Rule Export - "Name of your Filter" (Date + Time)". If you need a new updated audience when an older one is being processed, we recommend creating a new filter. Keep in mind that changes to audiences can take up to 48 hours to be reflected in campaigns according to Google.


All data sent to Google is encrypted with  SHA256 Algoritm. You can read more about how Google beskriver the encryption of user information 


If an audience does not want to be transferred from Rule to the Google Ads account, you can double-check that the Ads account is active. To ensure that the Ads account is active you need to:

  • Sign in to Google ads 
  • Navigate to "Tools and settings" at the top right of the menu and press "Setup"
  • Press "Preferences"
  • Scroll down to "Account Status" and make sure the account is active. When status = Active. Then go back to Rule and connect your filter again. 

Feel free to contact supporten for questions! 

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