3. Monitoring & Maintenance: ensuring the reliability of the system

Once your audiences are activated, operational monitoring is essential to maintain performance and avoid errors. Google Customer Match is not a set-and-forget system: it requires proactive monitoring.

Why is this crucial?

• Ensuring continuity of flows: avoiding blockages due to technical errors or expiry of authorisation.

• Optimise campaigns: adjust quickly in the event of a drop in the matching rate.

• Ensure compliance: verify that the data sent complies with consent.

Best practices for effective monitoring:

3.1 KPIs to monitor regularly

• Quality score: >29% (Google indicator of data quality).

• Overall matching rate: aim for >20%.

• Import error rate: <5%.

• Volume of activated audiences: check that the threshold of 1,000 profiles is reached.

• Availability time: 24 to 48 hours between sending and activation.

💡 Tip: A high error rate may indicate a format or consent issue.

3.2 Set up automated monitoring

• Destinations Monitoring in Commanders Act:

  • Track import errors.

  • View volumes sent.

• Email alerts to notify teams in case of failure.

• Import logs to analyse the causes of rejections.

3.3 Check authorisations

• Authentication tokens expire regularly.

• Recommended action: schedule a monthly check of connections between Commanders Act and Google Ads.

3.4 Regular testing

• Test segments and destinations after each change.

• Rerun a full import if there is a problem (deactivate/reactivate the destination).

3.5 Internal documentation

• Document:

  • The mappings used.

  • Data flows.

  • Errors encountered and their solutions.

• Objective: to facilitate maintenance and skills development for teams.

Direct impact:

• Rigorous monitoring allows you to:

• Maintain high matching rates.

• Avoid audience loss.

• Ensure GDPR compliance.

💡 Tip: Integrate KPI tracking into your CRM or media dashboards for a consolidated view.