Distribute Data to Google
First-party data can be distributed to Google through several destination options. For more information, see the "Distribute First-Party Data to Google" section below.
Data Marketplace data can only be distributed to Google by data sellers through the Google Data Marketplace integration. Data buyers cannot distribute Data Marketplace segments from LiveRamp to Google, and should instead find Data Marketplace segments in Google. For more information, see "Distribute and License Data Marketplace Segments to Google".
Note
Customers who are not data sellers but who are using Customer Profiles in Connect, can distribute combination segments and lookalike-modeled segments to DV360 and Google Ad Manager through the Google Data Marketplace integration. For more information, see "Build a Combination Segment with Customer Profiles" or "Create a Lookalike Segment", depending on your situation.
If you're a Customer Profiles customer, you can use Data Marketplace segments to filter your first-party, PII-based data and then distribute those segments to Google Customer Match (GCM). Google does not allow the use of third-party data for targeting, but will allow targeting with first-party segments that have been filtered with third-party data, such as Data Marketplace data. For more information, see "Build a Data Marketplace-Filtered Segment for Google Customer Match".
Segments that are being distributed to Google must conform to their Data Platform Policies. For more information, see the "Google Data Restrictions" section below.
Note
You can adjust how long segments remain active within Google. The standard duration is 365 days, but that value can be edited to be less than 365 days if needed. This must be manually configured by LiveRamp at the destination account (Connect tile) level. In most cases the standard is preferable, but if you'd like to adjust this value, contact your LiveRamp account team and provide them with the name of the destination account and the desired duration.
Want to measure the effectiveness of your Google campaigns? See the information in the "Measure Your Google Campaigns" section below.
Google often takes up to 7 days after delivery has completed for the segments to be ready for activation and to display delivery stats in their platform.
Distribute First-Party Data to Google
First-party data can be distributed to Google through three destination options, depending on which properties you want to use the data on and on your Google account type:
Google Customer Match: Use the Google Customer Match (GCM) destination to target users on Google-owned properties such as Gmail, Google Search, and YouTube, either with your Google Ads or DV360 account. For more information, see "Distribute Data to Google Customer Match".
Google Ad Manager: Use the Google Ad Manager destination to target users on non-Google-owned properties on the supply or sell side of Google (such as DV360) with your Google Ad Manager account. For more information, see "Distribute Data to Google Ad Manager".
Google Display & Video 360: Use the Google Display & Video 360 (DV360) destination to target users on non-Google-owned properties on the buy side of Google (such as DV360) with your Google DV360 account. For more information, see "Distribute Data to Google Display & Video 360".
Each destination option has a number of integrations available. For more information, see the articles on each destination listed above.
Note
Want to distribute CTV IDs? LiveRamp also enables the distribution of CTV IDs (IFAs) through our Display & Video 360 (DV360) - Premium integration and our Google Ad Manager - Premium Integration, via use of the "Platform ID" identifier option in the destination account. Contact your LiveRamp representative if you need to enable this option.
Before you activate the appropriate Google first-party destination account, the appropriate LiveRamp account ID must be mapped to your Google account. This gives LiveRamp access to deliver data to your Google account. For more information, see the 'Providing Access to LiveRamp" section below.
Providing Access to LiveRamp
For all first-party data distributions to Google, LiveRamp must have access to deliver data to your Google account before you can distribute to their platform. This involves mapping the appropriate LiveRamp account ID to your Google account.
This process varies, depending on which Google destination you're activating. See the articles in this section for more information:
Note
What about Data Marketplace data? If you are a data seller distributing data via a Google Data Marketplace destination account, no mapping is required.
When providing access for regions outside of the US, EU, or Australia, you should use one of your owned accounts that has US or EU billing. If you don't own an appropriate account, contact your LiveRamp representative.
Multiple distributions: If you want to distribute to both a GCM distribution and a DV360 or Google Ad Manager destination, you need to have both accounts mapped to your account.
After providing access and distributing your data, if you notice your deliveries have not initiated, check that these permissions have been added to your Google account before creating a support case.
Google Data Restrictions
Segments that are being distributed to Google must conform to their Data Platform Policies, in addition to the LiveRamp restrictions listed in “LiveRamp Data Restrictions” and “Data Marketplace Segment Review and Approval”.
For customers distributing EU and/or UK data to Google through Connect, you will need to confirm that you comply with the Google EU User Consent Policy when activating the destination account. This is done by selecting either “I Agree” or “GRANTED” for the Google Ads Policy field (depending on the integration).
Note
As of February 29, 2024, Google started requiring that user consent signals be sent for all distributions in accordance with their EU User Consent Policy. For more information, see “Announcement: Required Actions for EU and UK Google Customers (3/1/24)”.
All Data Marketplace segments sent to Google will also be reviewed by both LiveRamp and Google’s teams. Non-compliant segments will be removed.
To ensure compliance, make sure the segments do not include any data in Google's list of prohibited categories.
Measure Your Google Campaigns
After you've run a Google campaign, you're probably going to want to measure the effectiveness of that campaign. LiveRamp offers two Google measurement integrations.
With LiveRamp’s Google Store Sales Improvements (GSSI) integration with Google Ads, LiveRamp can import your offline conversion data directly into Google Ads (rather than you having to put a third-party tracking tag on your site). Google matches the customer information tied to your conversion data with Google user information to create conversion reports in Google Ads. These reports provide advertisers with aggregated and pseudonymized conversion data that allows them to understand the value of their Google Ads campaigns. Ad exposure data does not leave the Google platform.
The Campaign Manager Offline Conversions API enables Google DV360 customers to understand the ROI of their DV360-managed advertising campaigns across online and offline purchase channels in one place.
Talk to your LiveRamp representative if you're interested in implementing one of these integrations.
Google Distribution FAQs
See below for answers to common Google distribution questions.
Why is my distribution to Google Customer Match stuck in the "Queued" status?
Distributions of first-party segments to Google Customer Match (GCM) often get stuck in the "queued" status because you have attempted to distribute segments that are not based on PII. Because GCM is a Passthrough Activation destination (where LiveRamp passes through hashed PII without performing matching (or any leveraging of our Identity Graph), all data being distributed to GCM must be based on PII. For GCM, this could either be plaintext PII or RampIDs that have been generated from PII (not generated from online identifiers).
For example, if you send cookie-based segments or RampID-based segments where the RampIDs have been generated from online identifiers, the distribution will get stuck in the "queued" status. For more information, see "Distribute Data to Google Customer Match".
Why is my distribution to Google stuck in the "Failed" status?
Distributions of first-party segments to Google often fail because LiveRamp has not been granted access to deliver data to the appropriate Google account before the destination account was activated in Connect. These segments will remain in a “Failed” status in the Delivery Job Status UI.
This access is provided differently, depending on which type of destination account integration you’re going to activate:
For a Google Customer Match destination account: Follow these instructions to provide access via Google’s UI.
For a Google Ad Manager destination account: Contact your Google account representative and have them map the LiveRamp DMP account 750-013-0530 to your Google Ad Manager account. For complete instructions, see "Providing Access to LiveRamp".
For a Google Display & Video 360 (DV360) destination account: Contact your Google account representative and have them map the LiveRamp DMP account 750-013-0530 to your Google DV360 account. For complete instructions, see "Providing Access to LiveRamp".
For more information, see “Distribute Data to Google” and "View Delivery Status".
Note
Before creating a support ticket, confirm that you’ve granted LiveRamp access and that your Google account ID listed in the destination account is correct. Once those have been connected, you can resend the active segments or wait until the next delivery.