Performance Marketing

Customer Match

Definition

What is Customer Match?

Google Ads feature that uses first-party customer data (email addresses, phone numbers) to target ads and create lookalikes. Privacy-respecting alternative to third-party audiences in the cookieless era.

Related terms

Cross-linked concepts

First-Party Data

Data collected directly by your own systems (CRM, server-side analytics, email opens). Not subject to third-party cookie restrictions. Increasingly the only reliable signal as iOS, Safari, and Chrome restrict cross-site tracking.

Same category

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