What You Need to Know
Starting April 7, 2025, significant changes are coming to how Customer Match lists operate within Google Ads and Display & Video 360 platforms. These updates are designed to enhance user data management and align with best practices for targeted advertising.
Key Changes:
Maximum Membership Duration:
Previously, Customer Match lists could have no expiration or durations exceeding 540 days. From April 7, 2025, all lists will be capped at a maximum membership duration of 540 days. Existing lists without a set expiration or with durations longer than 540 days will automatically be adjusted to this new maximum.
Impact on Campaigns:
It's crucial to refresh your Customer Match lists before April 7, 2025, to ensure uninterrupted ad serving. Lists that exceed the new duration limit may lead to campaigns not being served to a sufficiently sized audience and could automatically pause.
Regular Refresh Requirements:
With the introduction of set membership durations, it becomes imperative to regularly update and refresh your lists by uploading new customer data. Failure to refresh lists may result in diminishing list sizes over time, affecting campaign effectiveness.
API User Considerations:
For users of Google Ads API and Display & Video 360 API, adjustments are necessary to comply with the new rules. APIs will no longer accept values greater than 540 days for the membership_life_span (Google Ads API) and membershipDurationDays (Display & Video 360 API) fields starting April 7, 2025.
Action Steps:
Google Ads API Users:
Update your implementations to ensure compliance with the new membership_life_span limit. Existing lists exceeding 540 days will be automatically adjusted.
Display & Video 360 API Users:
Check and adjust membershipDurationDays values in your requests to avoid errors. Existing lists will also be migrated to the new 540-day duration automatically.
Need Help Navigating These Changes?
These updates may feel like a lot, but don't worry—we're here to help! If you need assistance with refreshing your Customer Match lists or updating your API integrations, reach out to us directly. We’ll work with you to ensure a seamless transition and that your campaigns continue running smoothly without interruption.
Contact us today, and let's ensure your Customer Match lists are ready for the upcoming changes.
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