Google is capping Customer Match list durations at 540 days, a significant shift that could impact advertisers’ targeting strategies and campaign performance.
By the numbers:
- New maximum duration: 540 days
- Implementation date: April 7, 2025
- Affects: All Google Ads and Display & Video 360 platforms
The big picture. The change aligns with growing privacy concerns and Customer Match best practices, forcing advertisers to maintain more current customer data.
What’s happening. Google will automatically update existing Customer Match lists that have no expiration date or durations longer than 540 days to comply with the new maximum timeframe.
Why we care. Google’s new 540-day maximum membership duration for Customer Match lists represents a significant shift in how advertisers can use customer data, potentially affecting campaign performance and targeting capabilities.
The catch. Campaign performance could be impacted as list sizes decrease over time due to expiring memberships, potentially leading to automatic campaign pauses if targeting segments become too small.
What’s next. Advertisers will need to implement regular data refresh protocols to maintain effective campaign targeting and performance.
Bottom line. This update signals Google’s continued push toward more privacy-focused advertising practices while putting more responsibility on advertisers to maintain fresh customer data.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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