skill-061-customer-match-list-freshness

Skill 061: Customer Match List Freshness

Purpose

Verify that Customer Match lists are uploaded, properly configured, and kept fresh. Stale lists miss new customers and include users who may no longer be relevant, reducing targeting effectiveness.

Data Requirements

Data Source: Custom GAQL Required

The standard export does not include user list metadata such as size, match rate, or freshness.

Standard Data:

• data/account/campaigns/*/audience_targeting.md - Customer Match list usage in campaigns

GAQL Query:

SELECT
  user_list.id,
  user_list.name,
  user_list.type,
  user_list.size_for_search,
  user_list.size_for_display,
  user_list.membership_status,
  user_list.match_rate_percentage,
  user_list.eligible_for_search,
  user_list.eligible_for_display
FROM user_list
WHERE user_list.type = 'CRM_BASED'

Run via /google-ads:get-custom with query name customer_match_lists.

Analysis Steps

1. Fetch Customer Match list details: Run custom GAQL to get size, match rate, status for all CRM-based lists.
2. Evaluate list health: Check size (1,000+ for Search), match rate (>50%), and membership status.
3. Check usage across campaigns: Identify which lists are active in targeting vs observation mode.
4. Identify freshness issues: Flag lists not updated in >30 days or with declining match rates.

Thresholds

Condition	Severity
List size < 500 users	Critical
Match rate < 30%	Critical
Last updated > 90 days	Critical
Match rate 30-50%	Warning
Last updated 30-90 days	Warning
List size 500-1,000	Warning

Output

Short (default):

## Customer Match List Freshness Audit

**Account:** [Name] | **Lists Analyzed:** [X] | **Issues:** [Y]

### Critical ([Count])
- **[List Name]**: [Size] users, [Match Rate]%, [Days] days old -> Re-upload current list

### Warnings ([Count])
- **[List Name]**: [Issue] -> [Fix]

### Recommendations
1. [Priority action]
2. [Secondary action]