Google Ads Customer Match HEM Activation

What is it?

Google Ads Customer Match (HEM) has been added as an additional activation partner in Audience Studio Partner Management section to support sending hashed email lists to Google Ads for advertising on Gmail*, Search, Shopping, YouTube, and Display.

Note: * Gmail advertising is based on Gmail addresses only as documented by Google

Find out more about Google Ads Customer Match using Google’s support content.

How does it work?

In order to set up the connection between Audience Studio and Google Ads, you must have your Google Ads account allowlisted.

Once the integration is set up and allowlisted, you may activate 1st party data that contains hashed email addresses using the sha_256 hash method.

Data is collected based on hashed email addresses via website data capture, HTTP API, first-party data imports, and the Ad Studio to Audience Studio connector.

The integration is based on hashed email addresses using the sha_256 hash method only as this is what Google supports via their Customer Match integration.

How to Implement

Here are the steps to implement:

  1. Request via your Google Ads Account Manager to allowlist your Google Ads account as described below
  2. Add the Google Ads Customer Match (HEM) account via Audience Studio Partner Management (just the digits without dashes)
  3. Inform us when the above is completed so we can finish enabling the integration
  4. Create first-party segments that contain hem-based data and activate to the Google Ads Customer Match (HEM) partner
  5. Review the HEM-based list on Google Ads to utilize in a campaign for Display, YouTube, Shopping, Search or Gmail* (reminder: *requires Gmail email accounts)

How to allowlist Audience Studio:

1. Request the allowlisting of the CID account(s) to your Google Ads Account Manager. You can share this link with your Google representative if required: http://go/CMUcommdoc (only Google employees can open this document).

NOTE: Allowlisting only affects the CID provided (MCC cannot be allowlisted). If you need to share lists from a CID to an MCC, please refer to Google's documentation.

2. You will receive an email from your Google Ads Account Manager asking for an email response saying ‘On behalf of my company, I agree’ to allow Salesforce Audience Studio to send data into your account.  

IMPORTANT: The email permission must come from the Google Ads account owner or the billing customer associated with the account. 

3. Following email receipt, the Google Ads Account Manager will complete the advertiser’s mapping request via our internal tool. Please allow 24 hours for the mapping to be completed. Your Google Account Manager will send an email confirmation once the mapping is complete.

4. The advertiser must forward this confirmation email and the allowlisted CIDs to the Salesforce Audience Studio representative or to the Support team via a ticket.

5. The Salesforce Audience Studio team will complete the final step of implementing the Google Ads Customer Match integration after receiving the allowlisting confirmation. 



How do I get HEMs in Audience Studio for use in activation?

Audience Studio customers may provide HEMs as an attribute that gets configured as a user id (bridge key) and are captured via our standard capture methods. Customers may also import first-party data based on HEMs and those HEMs do NOT have to match an existing KUID.

Customers that are also using MarketingCloud Messaging with the Ad Studio connector to Audience Studio may additionally ingest hem-based data via the connector.

Note: If you are capturing hashed email addresses as a bridge key, make sure to configure the bridge key attribute as an addressable id using the Attribute Management tools.

How do I connect web activity to HEM data?

There are several layers of connecting offline and online data.

  • Native matches: If we are capturing HEM as the bridge key and have connected online activity to a HEM
  • MarketingCloud to Audience Studio: Any first-party HEMs ingested from the Ad Studio to Audience Studio activation destination connector may be utilized as well.
  • Bring Your Own Graph (BYOG): If you have your own identity graph data, you may ingest it
  • Identity Data Provider: You may purchase our Identity solution to obtain more device pair matches based on ingested HEM data

How is this different from what is possible via Audience Studio already?

Audience Studio supports an existing Adwords integration. However, that integration is only supported for customers that were allowlisted prior to March 31, 2019 as Google deprecated allowlisting for Adwords on March 31, 2019. This deprecated service is not specific to Salesforce. It was an industry-wide change announced by Google.

The existing integration for currently supported customers supports cookies and MAIDs for display advertising. It does not support other channels that are based on hashed email addresses.

The new integration allows customers to advertise on Gmail*, Search, Shopping, YouTube, and Display, and the integration is based on hashed email addresses using the sha_256 hash method only as this is what’s supported by Google via their Customer Match integration.

Note: * Gmail advertising is based on Gmail addresses only as documented by Google


Can HEMs acquired via Salesforce Identity Data Providers be activated to Google Ads?

No, the hashed email addresses must be first-party email addresses obtained via first-party interactions only based on Google Ads API Terms of Service.

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