Google is reducing the duration of the customer match list in 540 days, a significant change that can affect the target strategies and campaign performance of advertisers.
By numbers:
- New maximum duration: 540 days
- Implementation date: April 7, 2025
- Impresses: All Google Advertising and Performance and Video 360 platforms
Big picture. The change is increased with increasing privacy concerns and customers, forcing advertisers to maintain more current customer data.
What is happening. Google will automatically update the existing customer match lists, which do not have a termination date or duration for more than 540 days to follow the new maximum time limit.
Why do we care? Google's new 540-day maximum membership period for customer match list represents a significant change of how advertisers can use customer data, potentially affect the performance and targeting capabilities of the campaign.
Hunt. The performance of the campaign may be affected as the list size is reduced over time due to the ending of membership, if the targeting section leads to the potentially automated campaign.
What will happen next. Advertisers will need to implement regular data refresh protocols to maintain effective campaign targeting and performance.
Ground level. This update The new customer moves towards Google's more privacy-centered advertising practices, putting more responsibility on advertisers to maintain data.
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About the author
Anu Edgbola has been paid the media editor of the search engine land Since 2024. She covers Payed discovery, payment social, retail media, videos and more.
In 2008, ANU's career began
Digital marketing campaigns (mostly but not particularly payment discovery) by creating strategies, maximizing ROI, automation of repetitive procedures and bringing efficiency from every part of marketing departments through motivational leadership on both agency, client and marketing tech .
Outside the editing search engine land article he is the founder of the PPC networking event – PPC Live and Host Weekly podcast ppcchat roundup.
He is also an international speaker, with some stages, he presented on SMX (US), SMX (Munich), Friends of Search (Amsterdam), Brightonsono, The Marketing Meetup, Heroconf (PPC Hero), Searchlov, Bidibalworld, Ceslondon Has done , PPC Chat Live, Adwarg Experience (Bologna) and more.