5. Strategic recommendations & next steps

Once you have mastered the technical aspects (data quality, matching, monitoring), it's time to step up a gear to maximise the business value of Google Customer Match.

5.1 Strategic recommendations

• Align CRM and media:

  • Define relevant CRM segments (active, inactive, premium customers, etc.).

  • Synchronise these segments with Google Ads audiences for targeted campaigns.

• Prioritise high-value segments:

  • Customers with high purchase frequency.

  • Hot prospects (abandoned carts).

• Optimise campaigns continuously:

  • Adjust bids based on matching rates.

  • Test different messages for each segment.

5.2 Leverage advanced features

• Lookalike Audiences:

  • Create similar audiences from GCM segments to expand reach.

• Consent Mode:

  • Pair Customer Match with Consent Mode to maximise GDPR compliance while maintaining performance.

• Omnichannel:

  • Integrate GCM with other media platforms (Meta, TikTok) for a cross-channel strategy.

5.3 Governance & maintenance

• Document flows and mappings to facilitate team skill development.

• Implement regular audits to verify data quality and compliance.

• Automate monitoring to reduce the risk of human error.

5.4 Strategic KPIs to track

• Matching rate by segment: identify the best-performing segments.

• Impact on CPA and ROAS: measure GCM's contribution to business objectives.

• Lookalike audience evolution: track the growth and performance of expanded audiences.

💡 Tip: Internal benchmarks show that matching rates >20% are achievable, with peaks of 90% on Gmail when data is complete and well formatted.

To go further

• Integration with other destinations: Meta Custom Audiences, TikTok Custom Audiences.

• Dynamic activation: use CRM triggers to send segments in real time.

• Advanced segmentation: combine behavioural and transactional criteria for ultra-personalised campaigns.