Google tightens Customer Match data rules in major privacy update

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.