Google Ads Customer Match: why most of your records don't match
Formatting problems that make Customer Match ignore rows, and how to prepare a cleaner upload.
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Prepare my Customer Match list →Why this happens
- Column headers don't match Google's template (Email, Phone, First Name, Last Name, Country, Zip).
- Phone numbers without a country code (not E.164).
- Emails with spaces, capitals or typos.
- Some people simply have no Google account with that email — a match rate below 100% is normal.
How to fix it
- Rename headers to Google's template exactly.
- Trim and lowercase emails; remove invalid ones.
- Convert phones to E.164 (+ country code, digits only).
- Use 2-letter country codes (NL, US) in the Country column.
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