Google Ads Remarketing Integration

You cannot make any changes to External Platform Integrations without having either an Administrator or an Editor with PII access in InOne. Refer to User Roles for further information.

You can send the dynamic segments you create using Insider One's InOne panel to Google Ads to use them in your targeted re-engagement campaigns.

With this guide, you can find answers to the following questions:

Google Remarketing Consent Updates

EU policy requires companies to obtain personalized ad consent from each user in the EU. Ads can only be personalized for users who have given their consent. Since you segment users across Insider One products (Architect and Segmentation), you should provide us with the consent information and build your journeys accordingly. Actions to follow are as outlined below:
1. Create a custom attribute for consent information.
2. Fill this attribute using preferred methods of collection from end users.
3. When building Architect Journeys, put a Check Conditions element to verify consent.
4. Place the Google Ads element under the matching path of the Check Conditions element.
For more information on the new EU user policy, refer to Google's article.

What is Google Ads Customer Match?

Google Ads Customer Match is a powerful ad targeting option that helps you reach your existing audiences across Google-owned platforms, including Google Search, Google Display, Google Shopping, YouTube, and Gmail. It enables you to engage with users beyond your website or mobile app.

Insider One facilitates the easy setup of Google Ads Customer Match Audiences for any user segment created within a dynamic segment. You can build these segments using user events, such as add-to-cart actions, visits, or purchases, as well as user attributes or properties, such as gender or country, stored in the Insider One database.

Additionally, Architect offers a more targeted approach by allowing you to send users from specific steps in a journey directly to Google Ads Customer Match. This feature provides greater flexibility for targeting users based on precise behaviors or triggers.

Insider One allows you to effortlessly set up Google Ads Customer Match Audiences for all your users or specific user segments based on behavioral triggers. You can build these segments using various criteria, such as past user behavior, user properties, real-time interactions on your platform, or a combination of these factors, and then send the targeted segments to a custom audience on Google.

How does Customer Match work?

Insider utilizes the Google Ads API to pass user data to Google and retrieve information. It uses two attributes to identify and match users to audiences:

Email Address (which must be a Gmail account)
Phone Numbers

When sending data, Insider One performs hashing using the SHA256 algorithm. Additionally, the audience can be updated via the API at any time without needing to revisit the InOne panel.

Attribute selection is not required, as both email and phone number are automatically sent to Google Ads by default.

What are the requirements for setting up Google Ads Customer Matchup?

You need an active Google Ads account for your brand.
Your Google Ads account must satisfy the following conditionsto use Google Ads Customer Match:
1. A good history of policy compliance,
2. A good payment history,
3. At least 90 days of history,
4. More than USD 50,000 in total lifetime spending. If your account is managed in a currency other than USD, your spending amount will be converted to USD using the average monthly exchange rate for that currency.
If Customer Match is available in your Google Ads account, you must have admin access. Additionally, the ad account you created must have admin access within your Google Ads account setup to connect it to Insider One's InOne panel.
When logging into your Google account and the Google Ads accounts you intend to use, you need to grant the following authorizations:
1. Associate your data with Google.
2. See your personal info, including any personal information you’ve made publicly available.
3. See your primary Google Account email address.
4. See, edit, create, and delete your Google Ads accounts and data.
  Note that the first three authorizations (a, b, c) are for logging in to your Google account, while the last one (d) is for using the Google Ads API for your Google Ads account. Without the previous authorization, you can’t use the Google Ads channel.

Google’s API does not allow Customer Match to be used with MCC accounts. To connect, use an individual Google Ads account with Admin access. MCC accounts are not supported and will not work.

How can I configure the connection between Google Ads and Insider One's InOne panel?

To start using Google Ads Customer Match, first, you need to configure the connection between Google Ads and Insider One's InOne panel.

Google targets its users using their email addresses or phone numbers via an external data source. Therefore, you must pass your users' email addresses, phone numbers, and GDPR opt-in to Insider before using Google Ads Customer Match. You can use Upsert User API, Insider Object Integration, or App SDK Integration to pass this data.
To log into your Google account on InOne, navigate to Settings > Inone Settings > Integration Settings > Google Ads Integration.
Click the Sign-in with Google button to authenticate with your Google account. Once you authenticate with your Google account, the integration will request permission to access any Google Ads accounts linked to it.
You will see a table below the connection button. Add your Google Ads account that you want to connect to Insider One.
1. Click on “I Understand” under the Legal Acknowledgement Modal that appears when you want to add a Google Ads Account to give your consent.
2. You will see another modal that displays the list of your Google Ads account and its sub-accounts. Select and add the Google Ads account.
  Please ensure you have access to the Google Ads admin role on your Google Ads account. Otherwise, you won't be able to see your Ad Account list in the Insider selection above. You can check it under Tools and Settings > Setup > Access and Security on your Google Ads account.
Click the Save button to save the settings.
You will see that your connected account appears in the table below the connection button.

How can I send a segment from Insider One to Google Ads?

You must have one of three specified levels of InOne panel access user roles to send the segment to the ads channels; otherwise, you will encounter an error message. These roles are:
Administrator
Editor
Collaborator
Additionally, the user intending to send the segments to the ads channels must have admin access in their corresponding ads account profile.

To begin the sending process of your segment,

Click the Start Sending Segment button next to the segment you want to send on the Dynamic Segments listing page.
Select your Google Ads account from the dropdown.
Enable the Start sending toggle to validate sending.
Click Send to save your changes and set the segment up to run daily.
The audiences you sent to Google get populated after midnight.
The segments sent from Insider One will be displayed under the Audience Manager, named with the prefix "Insider-," platform name, and segment name in your Google Ads account. The description of the audience will include the Insider ID of the campaign, platform, and server timestamp. In this way, you can check the historical logs of the created audience.
Once this is completed, Insider One will start passing users from that specific dynamic segment selected to Google Ads, provided that your email matches the one used to access your Google account.
The segment you're sending has the Pause Sending Segment button. To pause sending it, click the Pause button.

You can also follow the same steps to send your audience based on Uninstall Analytics to Google Ads. To do this, create your segment and select Standard > Attributes > Mobile App Uninstall Date segment.

Use Cases

You can re-engage the following users and try to bring them back to your website or application with remarketing capabilities:

Users who have not opened the app in the last 14 days (are highly likely to churn).
Users who did not open the app in the last 30 days (churned users).
Users who did not purchase in the last 30 days.
Users who downloaded the app but did not register or log in in the last 7 days.
Users who downloaded the app 3 days ago and opened the app only once.
Users who abandoned their cart in the last 7 days.