skill-104-customer-match-list-management

Skill 104: Customer Match List Management

Purpose

Audit Customer Match list usage for cross-device targeting and lookalike creation. Customer Match is the most durable targeting signal as third-party cookies decline.

Data Requirements

Data Source: Custom GAQL Required

GAQL Query:

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

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

Standard Data:

• data/account/campaigns/*/audience_targeting.md - Audience usage

Analysis Steps

1. Identify Customer Match Lists: Find CRM-based lists in account
2. Assess List Coverage: Check if key segments exist (all customers, high-value, recent)
3. Evaluate Freshness: Identify stale lists (>30-90 days since update)
4. Review Application Strategy: Verify lists used for targeting, exclusion, or lookalikes

Thresholds

Condition	Severity
No Customer Match lists in account	Critical
Customer Match list <1,000 matched users	Warning
List not updated in >90 days	Warning
Lists exist but not applied to campaigns	Warning
No high-value customer segment	Info

Output

Short (default):

## Customer Match List Audit
**Account:** [name] | **CM Lists:** [count] | **Applied:** [count] | **Issues:** [count]

### Critical
- **No Customer Match lists** - Upload customer email list

### Warnings
- **[list] not updated in [X] days** - Refresh weekly/monthly
- **[list] only [X] matched users** - Below 1,000 minimum

### Recommendations
1. Upload all customer emails (target: 10,000+)
2. Create high-value customer segment (top 20% LTV)
3. Set up weekly automated refresh from CRM

Detailed adds:

• Customer Match inventory table with sizes and match rates
• List application strategy by campaign type
• Recommended list structure (all, high-value, recent, lapsed)
• Compliance checklist