Google Ads Customer Match Connector Migration

Silver Contributor
Silver Contributor

I'm working on trying to migrate an old set of deprecated Google Ads connectors to the new versions.  However, these original ones utilized the also deprecated Google Doubleclick cookie share service to build audiences for users who do not enter our CRM or provide us contact details otherwise.  I've been trying to discern what, if anything, is replacing this same functionality but the information is a struggle to find, even when I have direct communication with Google engineers.  It's possible Google Signals will work, but none of that is mentioned in any of the documentation for the Tealium connector or Google's documentation, the closest is the mobile-centric MOBILE_ADVERTISING_ID, but that does me no good for the half of users that are desktop.

I guess what I'm really trying to get to the bottom of is, has in fact the ability to use Tealium (or any 3rd party CDP) to build and manage audiences in Google Ads that have NOT provided an email or phone to hash just no longer an option.  It seems like I am forced to manage audiences for any non-converted users over on their respective platforms (GA4 for Google) and only my nurturing audiences can be managed in Tealium now.  Anyone else have any insight so I can understand if I just need to give up this quest and start to design out my non-converted audience strategy outside of Tealium?


Google Ads Customer Match Connector Migration

Gold Contributor
Gold Contributor

The advertising landscape has changed significantly in recent years due to privacy regulations and browser restrictions on third-party cookies. Google has been phasing out the use of third-party cookies, which affects the functionality of the Google DoubleClick cookie share service. Consequently, it has become more challenging to build and manage audiences for users who do not provide contact details or enter your CRM.

Google Signals is an enhancement to Google Analytics that allows you to take advantage of additional advertising features, such as cross-device reporting and remarketing. However, it still relies on user consent and may not provide a comprehensive solution for managing audiences in the way you described.

As for using Tealium or other third-party CDPs to build and manage audiences in Google Ads without hashed emails or phone numbers, it is becoming increasingly difficult due to privacy-focused changes in the industry.

You may have to consider the following alternatives:

  1. First-party data: Focus on collecting and using first-party data from your website and CRM to build audiences. This data is generally more reliable and less impacted by privacy regulations and browser restrictions.

  2. Contextual targeting: Shift your targeting strategy to focus more on contextual targeting, which relies on the content and context of the web pages users visit, rather than their individual behavior and personal information.

  3. Platform-specific audience management: As you mentioned, managing non-converted audiences on their respective platforms (e.g., GA4 for Google) may be necessary. This approach will allow you to take advantage of the platform-specific features and capabilities while still using Tealium for nurturing audiences.

In conclusion, the ability to use Tealium or any third-party CDP to build and manage audiences in Google Ads without hashed emails or phone numbers has become more limited. As a result, you may need to adjust your audience strategy and explore alternative methods to achieve your goals.

Please remember that my knowledge is based on information available up to September 2021, and changes in the advertising landscape may have occurred since then.

I hope this information helps! If you have any further questions or need more assistance, please don't hesitate to ask.

shivam joshi