Google launches Customer Match in Google Analytics in beta

This new feature is intended to enable advertisers to use first-party user data like email addresses and phone numbers to remarket when 3rd-party cookies aren't available. To preserve user privacy and security, Google processes user data in a hashed format.

To use Customer Match in Google Analytics, you will need to:

• Set up user-provided data collection in your Analytics property
• Link Analytics to your Google advertising product
• Enable personalized advertising settings

Campaigns using Smart Bidding and optimized targeting will automatically get Customer Match - no CSV upload required as with Customer Match in Google Ads.

Feature is live now at YouTube, Search and In-Feed ads coming soon.

Those wishing to opt out of this new feature can do so for an individual Google Ads account but not for a Manager Account.