Google is where people search for what to do, where to go and what to buy. Your ad can appear on Google at the very moment someone is looking for products or services like yours. Whether they’re on desktop or mobile, a well-timed ad can turn people into valuable customers.


This integration is available in all global regions.

Identifiers for customer matching

Blueshift sends the following identifiers to Google Ads Manager for customer matching:

  • email
  • first name
  • last name
  • country code
  • city code
  • phone number

Rate limit

The rate limit for this syndication is 1M customers per hour.

Google Ads and DMA

The Digital Markets Act is the EU’s law to make the markets in the digital sector fairer and more contestable. In order to do so, the Digital Markets Act (“DMA”) establishes a set of clearly defined objective criteria to identify “gatekeepers”. Gatekeepers are large digital platforms providing so called core platform services, such as online search engines, app stores, and messenger services. Gatekeepers will have to comply with the do’s and don’ts listed in the DMA. DMA goes into effect on March 6, 2024.

This new change requires advertisers to disclose certain information to their EEA and UK end users, as well as obtain necessary consents from them. 

In order to comply with DMA, Google has updated their EU user consent policy and Google Ads will require all brands who advertise to European citizens on any Google platform to share the following user consent data:

  • Consent for sending user data to Google for advertising purposes.
  • Consent for personalizing the advertisements.


If you are on Blueshift’s EU instance (i.e. if you access Blueshift via the URL, this feature will be automatically enabled for your account. If you are not on our EU instance, please reach out to your CSM if you would like the DMA compliance feature to be enabled for one or more of your accounts.

How you can comply with DMA


Blueshift has added two standard attributes to the customer profile.

  • google_ad_user_data (Data type - Boolean)
  • google_ad_personalization (Data type - Boolean)

Send your customers’ consent signals to Blueshift using these attributes. The attributes are displayed in the customer profile under the Ad Preferences section.

Attribute Name Values Definition
  • true - maps to Google’s GRANTED consent status
  • false - maps to Google’s DENIED consent status
  • null (default) - maps to Google’s UNSPECIFIED consent status
Sets consent for sending user data to Google for advertising purposes.
  • true - maps to Google’s GRANTED consent status
  • false - maps to Google’s DENIED consent status
  • null (default) - maps to Google’s UNSPECIFIED consent status
Sets consent for personalized advertising.

Step 2:

When you syndicate the audience with Google Ads, you will have to specify whether you want to syndicate only users who have consented to Google Ads and Ads personalization or whether you want to syndicate any user who hasn’t explicitly opted out of Google Ads. Blueshift will automatically report the data from the aforementioned consent attributes to the appropriate consent fields in Google.



  • Any new syndication you create, will default to the first option.
  • Blueshift will show you a count of customers who meet the criteria for the option you select.
  • We do not recommend running multiple Google Ads syndication jobs with the same audience at the same time as it can cause these syndications to error out. 


Before you can set up integration with Blueshift, you must have your Google Ads account set up.

The following information is required for integration with Blueshift:

  • The Client Customer ID from your Google account.

Set up integration

To set up integration with Google Ads, complete the following steps::

  1. Sign into the Google Ads account that manages Customer Matches.
  2. Find and copy the Client Customer ID used to manage your customer lists.
  3. Sign in to the Blueshift app, and click App Hub in the left navigation menu.
  4. Go to All Apps, search for, and select Google.
  5. You can also go to Advertising Apps and select Google.
  6. Click Configure to view all the configured adapters.
  7. Click +ADAPTER to add an adapter.
  8. Add a Name for the adapter.  If you have multiple adapters, the adapter name helps you to identify the integration.
  9. Provide the following details for integration:


    Field Description
    Client Customer ID Specify the Client Customer ID that you get from your Google account. 
  10. Click Log in to Google. A pop-up window will show up that asks for permissions.
  11. Click Allow. A Google verification code is displayed.


  12. Copy and paste that verification code in the Google Verification Code field that is displayed on the Adapter page and click Verify
  13. After authorization is completed, click Save to add the adapter.

Next steps

Now, you can set up syndications to Google Ads Manager. For more information, see Audience Syndications.


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