> 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/5.-strategic-recommendations-and-next-steps.md).

# 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.