Google Ads Audience Sync aims to help marketers improve ROI on their Google Ads spending by allowing them to send Ads to the right audiences. Marketers can retarget the users who have evinced interest in their brand or product but haven't acted (such as subscribing or making a purchase) on their interest.

Google Ads Audience

Audiences are a group or collection of users with similar interests or who have expressed similar intents. You can reach out to potential customers by creating an Audience. Google Ads allows different types of retargeting based on keywords, visited websites, demographics, customer matches, and so on. Customer match is the most effective when it comes to targeting/retargeting.


Customer Match

This option allows brands to upload the list of users who have visited their app and displayed strong intent. Targeting such potential users using Google Ads Audience can help brands convert them into actual users of the app or product.

The customer Match feature requires the brand to upload three different kinds of user data:

      • Email ID (hashed in SHA256)

      • Mobile No (hashed in SHA256)

      • Device ID( Apple IDFA or Android AAID)



You can use customer match only when the criteria in Google's Customer Match Policy are satisfied.

Updated EU User Consent Policy of Google

The updated EU User Consent Policy of Google in response to changes to the Digital Markets Act (DMA) is in effect as of March 6, 2024. This updated policy requires advertisers to disclose the following to their EEA or UK end users, as obtain their consents:

  • Using cookies or other local storage where legally required.
  • Collecting, sharing, and using their personal data for personalization of ads.

How Does MoEngage Comply with This Change?

Google Audience sync of MoEngage complies with the new EU User Consent Policy of Google for clients syncing EU customers' data from MoEngage to Google ads. MoEngage can sync audience from a third party to Google Ads customer match audience. 

MoEngage introduces the following consent parameters as standard user attributes:

  • Consent for ad user data: Used to track consent for sending user data to Google for advertising purposes.
  • Consent for ad personalization: Used to track consent for personalized advertising.

Both parameters support the following values:

Value Description
Granted Users have granted permission to send ads.

Users have denied permission to send ads.

Unspecified Users for whom consent information is unavailable.

What Should You Do?

As a marketer, you must obtain permission from your customers in the EU region before you send ads to them.



This is applicable only if you have customers in the EU region. If not, you need not take any action. 

To serve ads successfully to your customers, you must perform some changes:

  • Collect consent from those customers.
  • Update the consent attributes with the permission values through the User Attribute API.
  • While creating a segmentation, add another query to include a consent parameter, along with your target audience. For more information on those changes, refer to Create a Google Ads Audience Campaign.

What Does Google Ads Audience Sync do?

Google Ads Audience sync helps you sync a cohort or segment of users from MoEngage to Google Ads customer match audience. You can perform one of the following actions:

  • Create a new customer match list and sync a segment
  • Add users to an existing customer match list
  • Delete users from an existing customer match list
It helps marketers target users in real-time and perform exclusions as soon as the users targeted by the ads have performed the desired event.

Next Steps

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