Google Ads Customer Match (Tealium-Provided Credentials) Connector Setup Guide

Migrate to Google Data Manager API actions

The following actions use an older Google Ads API:

Add User to Remarketing List
Remove User from Remarketing List

Use the following replacement actions, which are based on the Google Data Manager API:

Add User to List (Data Manager API)
Remove User from List (Data Manager API)

For more information, see the Google Data Manager API migration guide.

Configuration

Go to the Connector Marketplace and add a new connector. For general instructions on how to add a connector, see the About Connectors article.

When you add this connector, you are prompted to accept the vendor’s data platform policy.

After adding the connector, configure the following settings:

Customer ID: (Required) Provide the Ads account customer ID to manage.
Manager Customer ID: (Optional) If you’re accessing a client customer, the Manager Customer ID must be set and have full access to the Ads account.

Create user list

To create a user list, click Create User List and enter the following information:

Parameter	Description
List Name	(Required) User list name.
List Type	(Required) The list type. This affects the type of user identification information to be used with this list: `CONTACT_INFO`: Users are matched from customer info such as email address, phone number, or physical address. `CRM_ID`: Users are matched from advertiser generated and assigned user ID. `MOBILE_ADVERTISING_ID`: Users are matched from mobile device ID (advertising ID/IDFA).
App ID	Required for mobile advertising list types. A string that uniquely identifies the mobile application from which data is being sent to Google Ads API.
List Membership Lifespan	(Optional) The number of days a user stays on the list since their most recent addition to the list. Number must be between `0` and `540`. The default lifespan is 540 days.
List Description	(Optional) List description.

Link Google Ads to Tealium

The Google Data Manager API actions require a product link between Google Ads and Tealium. You can create the link in either Tealium or Google Ads. Both options support new Data Manager API actions and actions migrated from the legacy Google Ads API actions.

Option 1: Create the product link in Tealium

Use this option to complete the linking process from the connector configuration.

Open the Google Ads Customer Match connector in Tealium.
For a new connector, authenticate with Google. For an existing connector, reauthenticate so the credentials include the Google Data Manager API scope.
In the connector configuration, find the Link Customer ID to Tealium section.
Enter the Google Ads customer ID that owns the Customer Match user list.
Click Create Product Link and wait for the confirmation message.
Configure or migrate the Data Manager API action, then select the appropriate user list and map identifiers that match the list key type.

If an action uses a Customer ID Override, create a product link for each customer account that owns a user list used by the action.

Option 2: Create the product link in Google Ads

Use this option to create the product link in Google Ads without using the Google OAuth flow in Tealium.

Sign in to Google Ads.
Go to Tools > Data manager.
Click + Connect product.
Select Tealium from the available products.
If prompted, select Audiences as the use case.
Review and accept the customer data policy, then complete the link.
In Tealium, configure or migrate the Data Manager API action using the linked Google Ads customer account and the appropriate user list.

After linking, you must still configure the connector action and provide the customer ID and user list settings required by the action.

Link a manager account

You can create a product link for a Google Ads manager account instead of linking each customer account separately. A manager-account link can be used for the manager account and the client accounts under that manager account.

When configuring an action, use the customer ID of the specific Google Ads account that receives the audience update. The manager-account link doesn’t extend to accounts outside that manager-account hierarchy, such as a parent manager account or accounts that aren’t children of the linked manager account.

The target Google Ads account must also have the required permissions, and the target user list must belong to the customer account used by the action.

Actions

Action Name	AudienceStream	EventStream
Add User to List (Data Manager API)	✓	✓
Remove User from List (Data Manager API)	✓	✓
Add User to Remarketing List	✓	✓
Remove User from Remarketing List	✓	✓

User identifiers

Each action requires a user identifier. The vendor requires that these values are normalized and hashed using SHA-256. Each mapped user identifier value is expected to meet the following requirements:

Lowercase
Trimmed whitespace from the beginning and end of the text
Hashed with SHA-256

You can map attributes that are already normalized and hashed or you can allow the connector to normalize and hash them for you. Select the appropriate mapping for your scenario.

The required user identifier is based on the user list type selected. The user list type can be one of the following:

Google Ads API:
- CONTACT_INFO
- CRM_ID
- MOBILE_ADVERTISING_ID
Google Data Manager API:
- CONTACT_ID
- MOBILE_ID
- USER_ID

The following user identifier fields are supported:

User Identifier Field	Description
`CONTACT_INFO` (Google Ads API)	Provide hashed email, hashed phone number, or address information. All address information fields listed below are required for this user data type. Address Info: Country Code: 2-letter country code, in ISO 3166-1 alpha-2 format, of the user’s address. Address Info: First Name (already SHA256 hashed): Provide a first name that has been whitespace trimmed, lowercased, and SHA256 hashed. Address Info: First Name (apply SHA256 hash): Provide a plain text first name and the connector hashes this value using SHA256 hash. Address Info: Last Name (already SHA256 hashed): Provide a last name that has been whitespace trimmed, lowercased, and SHA256 hashed. Address Info: Last Name (apply SHA256 hash): Provide a plain text last name and the connector hashes this value using the SHA256 hash. Address Info: Postal Code: Provide a postal code of the user’s address. Email Address (already SHA256 hashed): Provide an email address or array of email addresses that have been whitespace trimmed, lowercased, and SHA256 hashed. Email Address (apply SHA256 hash): Provide a plain text email address or array of email addresses and the connector hashes these values using the SHA256 hash. Phone Number (already SHA256 hashed): Provide a phone number or array of phone numbers that have been whitespace trimmed and SHA256 hashed. Phone Number (apply SHA256 hash): Provide a plain text phone number or array of phone numbers and the connector hashes the values using the SHA256 hash.
`CRM_ID` (Google Ads API)	User ID: (Required) Advertiser-assigned user ID for customer match upload.
`MOBILE_ADVERTISING_ID` (Google Ads API)	Mobile ID: (Required) Mobile device ID (advertising ID/IDFA).
`CONTACT_ID` (Data Manager API)	Contact info: Email address, phone number, and address. Pre-hashed email and phone values must be valid SHA-256 hex strings containing 64 hexadecimal characters. The connector removes invalid values before sending the request. For address information, all four fields are required: country code, first name, last name, and postal code. If any address field is missing, the connector removes the entire address object. If no valid user identifiers remain after validation, the action fails with a validation error and is not retried.
`MOBILE_ID` (Data Manager API)	Mobile ID: Mobile device ID.
`USER_ID` (Data Manager API)	User ID: First-party identifier.

Add User to List (Data Manager API)

API information

This connector uses the following vendor API:

API Name: Google Data Manager API
API Version: v1
API Endpoint: https://datamanager.googleapis.com
Documentation: Google Data Manager API

Batch limits

This action uses batched requests to support high-volume data transfers to the vendor. Parallel processing may result in events reaching the vendor out of sequence. Add a sequence value to events if ordering is important. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

Max number of requests: 10,000
Max time since oldest request: 60 minutes
Max size of requests: 40 MB

Parameters

Parameter	Description
User List	Select a user list from the Data Manager API. For more information, see Data Manager API: Customer match overview.

User identifier

Parameter	Description
Customer ID Override	(Optional) Provide a Customer ID to override the Customer ID in the connector configuration. If using this option, you must also use the User List ID Override.
User List ID Override	(Optional) Provide a User List ID to override the user list in the Required Section. This field lets you use event attributes to populate the User List ID. This field is required if using Customer ID Override. The value must be the list ID, such as `9310271231`.

IP Data

Parameter	Description
IP Address	IP address captured during the customer interaction.
Observe Start Time	Time of the first interaction from the IP address during the session.
Observe End Time	Time of the last interaction from the IP address during the session.

Remove User from List (Data Manager API)

For mapping options, see Add User to List (Data Manager API).

Add User to Remarketing List (Deprecated)

Batch limits

This connector action can use batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

Max number of requests: 33,000
Max time since oldest request: 60 minutes
Max size of requests: 40 MB

API information

This connector uses the following vendor API:

API Name: Google Ads API
API Version: v24
API Endpoint: https://googleads.googleapis.com/
Documentation: Google Ads API

Parameters

Parameter	Description
Remarketing List	Select a remarketing user list. For more information, see Google Ads: Remarketing and Audience Targeting. Available options contain only user lists of first-party CRM data type. To create a user list, see Create user list.
Customer ID Override	(Optional) Provide a customer ID to override the customer ID in the connector configuration. If using this option, you must also enter a User List ID Override.
Manager Customer ID Override	(Optional) Provide a Manager Customer ID if using a Customer ID Override and accessing a client customer.
User List ID Override	(Optional) Provide a user list resource name (list ID and type) to override the user list. This field lets you use EventStream variables to populate the user list ID. This field is required if using a Customer ID Override. The value must be in the following format: `ID:TYPE`, for example `123456:CONTACT_INFO`.

When using the Add User to Remarketing List action, the connector sends values of GRANTED for the adUserData and adPersonalization parameters. To prevent non-consented visitors from being added to lists, create an audience with rules that check visitor profile consent status. Then use the Remove from Remarketing List action to remove visitors that have not given consent from lists.

Remove User from Remarketing List (Deprecated)

For mapping options, see Add User to Remarketing List.

Migrate to Google Data Manager API actions

Configuration

Create user list

Link Google Ads to Tealium

Option 1: Create the product link in Tealium

Option 2: Create the product link in Google Ads

Link a manager account

Actions

User identifiers

Add User to List (Data Manager API)

API information

Batch limits

Parameters

User identifier

IP Data

Remove User from List (Data Manager API)

Add User to Remarketing List (Deprecated)

Batch limits

API information

Parameters

Consent

Remove User from Remarketing List (Deprecated)