Customer Match List Formatter for Google Ads (CSV, SHA-256)
Turn a customer export into a Customer Match upload file, cleaned and hashed, with checks on every row.
- Free to use
- Runs in your browser
- No sign-up
1. Add your customer list
Copy the rows with their header row from Excel or Google Sheets.
Runs in your browser. Your customer list is not uploaded, and we never sign in to Google Ads.
Your upload file appears here
Add a list or try the example: members of FitZone Gym, a made-up gym in Baner, Pune, with a few broken rows.
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About the Customer Match List Formatter
Add a CRM or spreadsheet export of your customers and get a file ready for a Google Ads Customer Match list, with Google's column headers: Email, Phone, First Name, Last Name, Country and Zip. Emails are lower-cased, phone numbers turned into +91 format, titles taken off names and PIN codes checked. Hash the file here with SHA-256 or keep it as plain text for Google Ads to hash when you upload. Your list is read in your browser and never uploaded.
How it works
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Step 1
Drop in a CSV or TSV export from your CRM or sheet, paste rows, or press "Try an example".
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Step 2
Choose hashed or plain text, the ways to match (email, phone, address) and how to treat your consent column, then check the matched columns.
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Step 3
Fix what the checks flag, download the file and upload it in Google Ads under Audience manager as a customer list.
What Google needs in the file
A CSV file in UTF-8 with English column headers: Email, Phone, or First Name, Last Name, Country and Zip together for address matching. Google asks for emails and names in lower case without extra spaces, phone numbers in E.164 format with the country code, names without titles such as Mrs., and a 2-letter country code on every address. In a hashed file, email, phone and names are SHA-256 hashes, while Country and Zip stay readable.
The checks on every row
Rows are left out when the person is marked as not agreeing to marketing, when they have no valid email, phone or complete address, and when they repeat an earlier row. The tool flags invalid emails, phone numbers damaged by Excel, numbers that are not 10-digit Indian mobiles (our measure), PIN codes that are not 6 digits (our check) and addresses missing a part, and it tells you whether the list reaches the 100 active members Google needs to serve.
What this tool cannot do
It does not upload anything or sign in to Google Ads, so it cannot tell how many of your customers Google will match, whether your account is eligible or whether you have their consent. The mobile number, PIN code and name split rules are our own checks for Indian lists. It is not legal advice: check your consent notice and privacy policy with our DPDP Compliance Kit and a lawyer.
Frequently asked questions
What is Customer Match?
Customer Match lets you use details your customers shared with you, such as emails and phone numbers, to reach them, or leave them out, in Google Ads on Search, YouTube and Display. You upload a list, Google matches it to Google accounts, and you add the list to campaigns as an audience. A gym could exclude current members from new-member ads, or win back members who left.
Should I upload hashed or plain text?
Both are allowed. With plain text, Google Ads formats and hashes the email, phone and names on your computer before sending them. With a hashed file, you do the SHA-256 hashing first, after cleaning the values the way Google asks. This tool can do both. A hashed file is safer to keep or email inside your team, because nobody can read the customers' details from it.
How many customers do I need?
Google says a customer list needs at least 100 active members in the last 30 days to serve on Search, Display and YouTube. Only people Google can match to a Google account count, so the list in Google Ads is smaller than your file. Memberships also end after the duration you choose, at most 540 days, so keep adding new customers.
Is my account eligible for Customer Match?
Google needs a good history of policy compliance and a good payment history. Any eligible advertiser can use a list for observation and for exclusions. Targeting a list and manual bid adjustments need 90 days of Google Ads history and more than USD 50,000 in total lifetime spend. Check the current Customer Match policy page, because Google can change these rules.
Do I need my customers' consent?
Yes. Google's Customer Match policy allows only data you collected yourself, needs a privacy policy that says you share data with third parties to run services for you, and asks for consent where the law requires it. India's DPDP Act asks for clear, specific consent that people can withdraw easily. Map your consent column and this tool leaves out people marked no.
Related reading
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