In order to be able to use Google's Customer Match functionality, your account needs to meet some requirements. Below you'll find Google's requirements for uploading audiences to their platform.
Requirements for using Customer Match
To use Customer Match, your account must have:
- A good history of policy compliance.
- A good payment history.
Features available to advertisers depend on which requirements your account satisfies:
- All policy compliant advertisers can use Customer Match and similar audiences for Customer Match in the “Observation” setting and for Exclusions.
- If you have 90 days of Google Ads history, and more than USD $50,000 total lifetime spend, you can use Customer Match and similar audiences for Customer Match in the "Targeting" and "Observation" settings, manual bid adjustments, and Exclusions.
For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency.
| Customer Match features available | Accounts with 90 days of history in Google Ads and more than USD $50,000 lifetime spend | All policy compliant accounts* |
| "Targeting” setting | Yes | No |
| "Observation” setting | Yes | Yes |
| Similar audiences | Yes |
Yes (in “Observation” setting) |
| Manual bid adjustments | Yes | No |
| Exclusions | Yes | Yes |
If your account does not have a good history of policy compliance and does not meet the above criteria, then your account is currently ineligible to use Customer Match.
You can see the full Google Customer Match Policy here.