Sync Audiences to Google Ads Remarketing Lists (Customer Match) Private Beta

Prerequisites: Google Ads permissions

This integration relies on the authorizing Google Ads user’s underlying permissions.

Note that the API calls to Google Ads will fail if you authorize this integration without the Standard or Admin permissions.

Setup

1. Set up an audience in RudderStack using the Audience Builder.
2. Go to the Syncs tab of the audience page and click Add sync. Then, select Google Ads Remarketing Lists.
3. Click New destination — you can also select an already-configured destination here.
4. Specify a unique name to identify this destination in RudderStack.
5. In the Event delivery account section, click Select to choose from an existing Google Ads account from the list. You can also click Add account and authenticate via OAuth, by specifying the following settings:

6. The Custom ID is pre-populated associated with your Google Ads account — select the ID from the dropdown.
7. Turn on the Subaccount setting if you are using a Google Ads subaccount.
   
   Note: See this guide for more information on subaccounts.
8. If Subaccount is toggled on, enter the Login Customer ID of the parent (manager) account associated with the subaccount.
9. Proceed to configure the mapping settings.

Mapping settings

This section lists the settings to correctly map data from your audience to the Google Ads Remarketing Lists destination.

Select user list

In this section, you can create a new user list or use an existing one.

• Create new list: Use this option to create a new list in Google Ads. You can specify the name and description of the new list.
• Use existing list: Select an existing list in Google Ads. This field is populated based on your connection settings.

Sync mode

RudderStack supports only Mirror mode for this integration.

Select list type

If you select the Create new list option, you need to select the type of list where you want to sync the data. Three options are available:

Map identifiers

In this section, you can map your warehouse columns to specific Google Ads fields that represent your audience’s identity.

The fields available for mapping depend on the list type you select.

Advanced settings

Sync settings

Two options are available to schedule your audience syncs:

• Run syncs automatically based on a specified frequency (every 5 minutes, 10 minutes, 15 minutes, 30 minutes, 1 hour, 3 hours, 6 hours, 12 hours, or 24 hours) and a specific time (in UTC).
• Run syncs manually — trigger a sync from the sync details page. You will need to run the sync each time.

Sync observability settings

Storing sync logs and snapshot tables may incur additional warehouse costs.

Enable sync

Once the setup is complete, enable the sync.

Data normalization

By default, data is cleaned and standardized as prescribed by Google Ads.

After normalization, each field is validated before sending to Google Ads:

• Invalid fields are not sent to Google Ads.
• If all fields in a row are invalid, then the entire row is rejected and marked as failed

Data is first normalized, then validated (skipping invalid rows), then hashed before sending to Google Ads.

Data hashing

The Automatically hash PII data setting lets you hash your user data before sending it to Google Ads. This setting is enabled by default.

• Configure the setting to Yes if your incoming data is not pre-hashed
• Configure this setting to No if your data is already hashed

Incorrect configuration of the Automatically hash PII data setting will result in failures.

• If the Automatically hash PII data setting is configured to Yes and your data is pre-hashed, the event will fail.
• If the Automatically hash PII data setting is configured to No and your data is not pre-hashed, the event will fail.

Such events are rejected with a clear error message, for example:

Hashing is disabled but the value for field EMAIL appears to be unhashed. Either enable hashing or send pre-hashed data.

You will also see errors in the Events tab for cases that were previously marked as successful but resulted in no matches, helping you identify and fix data quality or configuration issues.

FAQ

What are the account permissions required for the Google Ads Remarketing Lists integration?

Make sure the customer account used for OAuth verification adheres to Google’s Customer Match policy and has Standard or higher (Administrative) access level permissions.

For more information on the access level permissions, refer to this Google Ads support page.

Follow these steps to set the access level:

1. Sign into to your Google Ads account and go to TOOLS AND SETTINGS > Access and security:

2. Enter the email address of the account. From the list of permissions, select Standard or Administrative and send the invitation:

The account will have the required access-level permissions once they accept the invitation.

Why am I getting a 400 Bad Request error message while setting up the Google Ads Remarketing Lists destination?

If you get a 400 Bad Request error while configuring the destination, make sure your customer account is allowlisted and configured to have Standard or Administrative access levels in Google Ads.

See the above FAQ for steps on setting the access level permissions for the account.