Session Recording
PRACTICE
EXPERIENCE DESIGN
How session replay tools reconstruct individual visits from captured page events, what they reveal about friction, and the privacy masking they require.
PRACTICE
PERFORMANCE ADVERTISING
Customer Match
A Google Ads feature that targets or excludes people by matching hashed customer emails, phone numbers and addresses to Google accounts.
BUSINESS RELEVANCE
Customer Match lets a business use its own CRM data to show different messages to customers and prospects, exclude existing clients from acquisition ads and give Smart Bidding a strong first-party signal.
IMPLEMENTATION EXAMPLE
A SaaS company syncs 12,000 customer emails from its CRM through Data Manager each day. Current customers are excluded from acquisition campaigns, while trial users without a paid plan see upgrade ads on Search and YouTube.
LIMITATIONS
Only records that match signed-in Google accounts can be used, so match rates are often well below the list size. Policy requirements, consent signals for EEA users, and the 540-day membership expiry all constrain use.
TECHNICAL EXPLANATION
Email, phone, first name and last name are normalized, for example lowercased with phones in E.164 format, and hashed with SHA-256, while country and postal code stay unhashed. Google compares hashes with signed-in accounts, and the file is marked for deletion after matching. Lists work on Search, Shopping, YouTube, Gmail and Display, and Smart Bidding uses eligible lists. It is a core use of First-Party Data alongside Enhanced Conversions.
Secondary Topics
AI Governance, Data Engineering
Sources
Google Ads Help — About Customer Match — https://support.google.com/google-ads/answer/6379332; Google Ads Help — How Google uses Customer Match data — https://support.google.com/google-ads/answer/6334160
Related terms
Vulnerability Management
PRACTICE
CYBERSECURITY
The ongoing cybersecurity practice of identifying, classifying, prioritizing, and mitigating software security flaws.
Social Selling
PRACTICE
REVENUE OPERATIONS
Social selling is a prospecting approach in which sellers build a professional presence, research buyers and engage them on networks such as LinkedIn.
Multi-Factor Authentication (MFA)
PRACTICE
CYBERSECURITY
An authentication method requiring users to confirm identity via two or more distinct verification categories.
Business Intelligence (BI)
PRACTICE
DATA ENGINEERING
Business intelligence turns operational data into reports, dashboards and KPIs, mostly describing what happened across sales, marketing and finance.