With Customer Match, Google Ads shows ads to people you already know: existing customers (for example for a repeat purchase), or it excludes them from advertising and finds similar people. For this you upload a customer list to Google. The store prepares it in one click.
Downloading the list
Stores › Configuration › Magelan › Google CSV Export
In the Export Options group, click Export Customer Data.
Export Customer Data - downloads a CSV file. Your browser downloads a CSV file. Open it in Excel or Google Sheets and check it.
What's in the file
The file contains data from the billing addresses of all orders: email, first name, last name, country, postcode and phone. The columns are named the way Google expects, so you don't need to rearrange the file. Customers without an account (guest purchases) are included too. A customer with several orders appears several times; Google merges the duplicates itself.
Uploading to Google Ads
In Google Ads, open Tools › Audience manager and click + › Customer list.
Upload the file and confirm that the data was collected in line with Google's policies. Google hashes the data on upload and only uses it to match users.
The list is ready in 24 to 48 hours. Use it as a target audience, as an exclusion, or as a basis for similar audiences.
Common problems
Google reports a low match rate
The match rate depends on how many customers have a Google account with the same email address. 30 to 50 per cent is normal.
I only need customers from the last year
The file covers all orders. Open it in Excel and remove what doesn't belong, or write to us.
Special characters (such as č, š, ž) are garbled in Excel
Open the file in Excel via Data › From Text/CSV and choose UTF-8 encoding. It doesn't matter for Google; matching is done by email and phone.