Distribute First-Party Data to Google

First-party data can be distributed to Google through three destination account integrations, depending on how you want to utilize the data on the various Google properties:

  • To utilize the data on Google-owned properties (such as Gmail, Google Search, YouTube, Google Display Audiences (fka Google Display Network), etc.), use the Google Customer Match (GCM) destination account integration to distribute the data:

C_Onboarding-Distribute_Data_to_Google-GCM_DA_tile.jpg

Caution

Data distributed to GCM must be based on offline identifiers (such as email, name and postal address, and phone number) or RampIDs. Google Customer Match is a PII Passthrough integration, which means that we pass the PII directly through in a privacy-safe and compliant manner, with no leverage of our Identity Graph.

We can also use data append on PII-based or RampID-based audiences to increase your match rate within Google Customer Match by leveraging our Identity Graph to add additional emails to your uploaded data. Contact your LiveRamp team to find out more about this option.

Note: If you are using PII Passthrough only, and not utilizing data append, do not send SHA-1 or MD5 hashed email addresses or SHA-1 hashed phone numbers.

  • To utilize the data on third-party properties on the supply or sell side of Google (previously known as Doubleclick for Publishers), use the Google Ad Manager destination account integration to distribute the data:

C_Onboarding-Distribute_Data_to_Google-Google_Ad_Manager_DA_tile.jpg
  • To utilize the data on third-party properties on the buy side of Google (previously known as Doubleclick Bid Manager), use the Google Display & Video 360 (DV360) destination account integration to distribute the data:

C_Onboarding-Distribute_Data_to_Google-DV360_DA_tile.jpg

Note

You can adjust how long segments remain active within Google. The standard duration is 30 days, but that value can be edited to be less than 30 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.

Note

Want to measure the effectiveness of your Google campaigns? See the information in the "Measure Your Google Campaigns" section below.

For all first-party data distributions to Google, Google must provide LiveRamp access before you can distribute to their platform. This involves Google mapping the appropriate LiveRamp account ID to your Google account.

Note

What about allowlisting? Previously, we’ve used the term “allowlisting” to refer to the mapping process Google needs to go through to give LiveRamp access to deliver first-party data to a specific Google service on your account (such as Google Customer Match). Since Google uses “allowlisting” to refer to a separate process that allows LiveRamp to deliver data to your Google account generally, we now use the term “mapping” instead.

Note

What about Data Marketplace data? If you are a data provider distributing data via a Google Data Marketplace destination account, no mapping is required.

Before activating a Google first-party destination account (such as Display & Video 360, Google Ad Manager, or Google Customer Match), contact your Google account representative and have them map the appropriate LiveRamp account ID to your Google Ads advertiser account, depending on which Google platform you are distributing first-party segments to:

  • For Google Customer Match (GCM) destination accounts: LiveRamp Customer Match Uploader (CMU) account 637-789-1275

  • For Display & Video 360 or Google Ad Manager: LiveRamp DMP account 750-013-0530

For DV360, you will also need to follow Google's instructions on linking LiveRamp to DV360.

Caution

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.

Once you have confirmed the mapping has been performed, activate the appropriate destination account.

Caution

You will not be able to complete the activation process for the Display & Video 360 and Google Ad Manager destination accounts until this mapping has been completed. You can complete the activation process for a Google Customer Match destination account, but you should not distribute any segments to that destination account until the mapping has been completed.

Note

How long does it take? It sometimes takes a while for Google to process the mapping, so you might need to wait a day or so before successfully activating the destination account.

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 Direct (GSSD) 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 anonymized 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.