Distribute First-Party Data to Google

First-party data can be distributed to Google through four destination account integrations, depending on which properties you want to utilize the data on and on your Google account type. See the table below for more information.

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. See the instructions in 'Providing Access to LiveRamp" below for more information.

Note

If you have trouble finding your Google account ID, see Google's instructions for Google Customer Match and for DV360.

Where You Want to Utilize Data

Property Examples

Google Account Type

Destination Account Name and Tile

Google-owned properties

  • Gmail

  • Google Search

  • YouTube

  • Google Display Audiences

Google Ads

Google Customer Match

C_Onboarding-Distribute_Data_to_Google-GCM_DA_tile.jpg

Google-owned properties

  • Gmail

  • Google Search

  • YouTube

  • Google Display Audiences

DV360

Google Customer Match - DV360

C-Google_Customer_Match_DV360_DA_tile.png

Note

Access this integration tile via the Google Customer Match destination tile.

Non Google-owned properties on the supply or sell side of Google

DV360

Ad Manager

Google Ad Manager

C_Onboarding-Distribute_Data_to_Google-Google_Ad_Manager_DA_tile.jpg

Non Google-owned properties on the buy side of Google

DV360

DV360

Display & Video 360 (DV360)

C_Onboarding-Distribute_Data_to_Google-DV360_DA_tile.jpg

Caution

Distributions to Google Customer Match or Google Customer Match - DV360:

  • Data distributed to GCM must be based on offline identifiers (such as email, name and postal address, and phone number) or RampIDs (data based on online identifiers, such as cookies or mobile device IDs, is not allowed). 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.

  • 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. Send only plaintext name and postal, plaintext or SHA-256 hashed email addresses, and plaintext phone numbers.

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.

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.

Note

When providing access for regions outside of the U.S., EU, or Australia, you should use one of your owned accounts that has U.S. or EU billing. If you don't own an appropriate account, contact your LiveRamp representative.

This process varies, depending on whether you're activating a Google Customer Match, Google Customer Match - DV360, Display & Video 360 (DV360), or Google Ad Manager destination account. See the sections below for more information.

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.

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

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.

Providing LiveRamp Access for a Display & Video 360 or Google Ad Manager Destination Account

Before activating a Google Display & Video 360 (DV360) or Google Ad Manager destination account, contact your Google account representative and have them map the LiveRamp DMP account 750-013-0530 to your Google Ads advertiser account.

Note

This process does not apply if you're activating a Google Customer Match - DV360 destination account. Follow the instructions in the section "Providing LiveRamp Access for a Google Customer Match Destination Account" below.

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

Caution

How long does the mapping process take? You will not be able to complete the activation process for a Display & Video 360 or Google Ad Manager destination account until this mapping has been completed. 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.

Once your Google account representative has confirmed that the mapping process is complete, activate the appropriate destination account.

Providing LiveRamp Access for a Google Customer Match Destination Account

Before activating a Google Customer Match destination account (either a Google Customer Match or a Google Customer Match - DV360 destination account), complete the self-service LiveRamp account linking process for Customer Match within the Google Ads UI:

  1. From Google Ads, select “Tools and Settings” and then select “Linked Accounts”.

    C_Distribute_First_Party_Data_to_Google-Tools_and_Settings_menu_selection.png
  2. Search for “LiveRamp” and then click Details.

    C_Distribute_First_Party_Data_to_Google-Details_button.png
  3. From the popup that apears, click Link LiveRamp.

    C_Distribute_First_Party_Data_to_Google-Link_LiveRamp_button.png
  4. From the Create New LiveRamp Linking popup, click Authorize.

    C_Distribute_First_Party_Data_to_Google-Authorize_button.png
  5. Click Create data integration.

    C_Distribute_First_Party_Data_to_Google-Create_data_integration_button.png

A success message appears:

C_Distribute_First_Party_Data_to_Google-success_message.png

You can now activate your Google Customer Match or Google Customer Match - DV360 destination account.

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 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.