> For the complete documentation index, see [llms.txt](https://community.commandersact.com/customer-success/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://community.commandersact.com/customer-success/expand-your-uses/audience-and-activation/google-customer-match/4.-technical-issues-to-anticipate-and-common-errors.md).

# 4. Technical issues to anticipate & common errors

Even with thorough preparation, certain technical issues can prevent audiences from being activated or reduce the matching rate. Anticipating these issues is essential to avoid performance losses.

### Why is this important?

* A format or authentication error can completely block the import.
* Incomplete or poorly prepared profiles are ignored by Google, reducing audience size.
* The deadlines and thresholds imposed by Google must be respected in order to activate campaigns.

### Common errors and recommended solutions:

| Incomplete profiles (email only)                             | Profile ignored by Google | Add surname, first name, telephone number, address, country |
| ------------------------------------------------------------ | ------------------------- | ----------------------------------------------------------- |
| Incorrectly formatted telephone number                       | Matching impossible       | Use the E.164 format (+33 6...)                             |
| Missing columns                                              | Import rejected           | Check the mapping and format of the file                    |
| Unclosed quotes in the CSV                                   | Parsing failed            | <p></p><p>Clean up the files before importing</p>           |
| Authentication expired between Commanders Act and Google Ads | Sending blocked           | Check authorisations regularly                              |

#### **Key technical points to anticipate:**

* SHA-256 hashing required: before sending to Google.
* Data formatting before hashing:
  * Email in lowercase.
  * Telephone number in E.164 format.
  * Country in ISO 2 letters.
* Minimum audience: Google only activates a list with 1,000 recognised profiles.
* Activation time: 24 to 48 hours for data to be available in Google Ads.
* Tokens expire: schedule a monthly authorisation check.

#### **Best practices to avoid errors:**

* Set up automatic checks before sending (format, consent, completeness).
* Document mappings and formats to avoid oversights.
* Schedule regular audits of feeds and destinations.
* Set up a restart procedure (deactivate/reactivate the destination to force re-injection).

💡 Tip: A simple check of phone and email formats before hashing can reduce import error rates by 50%.