# 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.


---

# Agent Instructions: Querying This Documentation

If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question.

Perform an HTTP GET request on the current page URL with the `ask` query parameter:

```
GET https://community.commandersact.com/customer-success/expand-your-uses/audience-and-activation/google-customer-match/5.-strategic-recommendations-and-next-steps.md?ask=<question>
```

The question should be specific, self-contained, and written in natural language.
The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.