Google Ads Customer Match now supports IP address and user interaction timestamp as additional matching keys, which may improve match rates. These fields must be uploaded unhashed.
The feature is not available for users in the EEA, UK, or Switzerland, so advertisers must exclude those regions from IP sharing and ensure appropriate consent and disclosures.
The Customer Match upload format has also been updated to include the new “User IP address” and “User Interaction timestamp” columns, alongside existing identifiers such as email, phone, address, and device ID.
Google has also adjusted some help-page wording from customer data being “shared” to being “collected.”
Thanks for sharing Hana Kobzová.
