{"id":4564,"date":"2026-10-02T17:07:45","date_gmt":"2026-10-02T17:07:45","guid":{"rendered":"https:\/\/jpdirector.net\/?p=4564"},"modified":"2026-10-02T17:14:38","modified_gmt":"2026-10-02T17:14:38","slug":"google-ads-customer-match-ahora-acepta-direcciones-ip-que-cambia-y-que-no-debes-subir","status":"publish","type":"post","link":"https:\/\/jpdirector.net\/en\/google-ads\/google-ads-customer-match-ahora-acepta-direcciones-ip-que-cambia-y-que-no-debes-subir\/","title":{"rendered":"Google Ads Customer Match now accepts IP addresses: what changes and what not to upload"},"content":{"rendered":"

Google Ads expanded Customer Match to accept IP addresses and timestamps as new matching signals, a change reported by trade press on September 25, 2026. It is the first new signal added to Customer Match in several years, and unlike the usual identifiers, this time Google is asking for the data unencrypted.<\/p>\n\n\n\n

What exactly changed this week?<\/h2>\n\n\n\n

Until now, Customer Match only accepted hashed identifiers, such as emails and phone numbers converted into a code before being uploaded. With this update, Google added two new columns to the upload file, user IP address and interaction timestamp, and both must be sent as plain text, with no encryption at all.<\/p>\n\n\n\n

The equivalent capability already existed in Google's API since May 28, 2026, but the expansion to general Customer Match uploads is what was confirmed this week. This marks a notable shift in approach, because Google had spent years insisting that all personally identifying data be uploaded hashed, and now it is asking for exactly the opposite for this particular signal.<\/p>\n\n\n\n

\"Globo
IP matching is not available in 32 European territories.<\/figcaption><\/figure>\n\n\n\n

Why does this matter for audience targeting?<\/h2>\n\n\n\n

Adding a new signal to Customer Match after so long suggests Google is trying to improve the match rate between your customer list and real users on its platform, which directly affects how well retargeting based on your own lists performs. The more matches Google can make between your database and its users, the more precise an ad aimed at existing customers or at lookalike audiences built from that list can be.<\/p>\n\n\n\n

That said, Google has not published official figures on how much the match rate actually improves by adding IP and timestamp. Any benefit still needs to be measured against your own lists rather than assumed automatically, and it is worth treating any improvement figure that circulates without coming directly from Google with caution.<\/p>\n\n\n\n

How do you upload this information?<\/h2>\n\n\n\n

Google recommends using Data Manager, either through the interface or its own API, as the main route for uploading this data to Customer Match, instead of the traditional Google Ads API. IP addresses are accepted in IPv4 or IPv6 format, always as plain text, and the file must be in CSV format with UTF-8 or ASCII encoding.<\/p>\n\n\n\n

The timestamp is optional but recommended, and there is an important rule that is easy to miss, you cannot upload a timestamp without an IP address in the same row. If you upload an IP without a timestamp, Google treats it as the user's most recently known interaction, so the order and completeness of the data in each row does affect how the information gets interpreted.<\/p>\n\n\n\n

Where is this feature not available?<\/h2>\n\n\n\n

IP matching is not available for users located in the European Economic Area, the United Kingdom, or Switzerland, a total of 32 territories excluded due to the region's privacy regulations, mainly GDPR. Google is explicit in instructing advertisers to leave out of the upload any IP data belonging to users in those regions.<\/p>\n\n\n\n

There is also a product exclusion worth knowing about. Display & Video 360 was left out of this feature at launch, so for now IP matching only applies directly within Google Ads, not on Google's programmatic platform for agencies and large advertisers.<\/p>\n\n\n\n

How reliable is matching by IP address?<\/h2>\n\n\n\n

It is worth tempering any expectation of perfect precision. Independent research cited in coverage of this change puts the accuracy of targeting based on IP alone between 13 and 23 percent, well below what a hashed email or phone number achieves. An IP address identifies a network or a shared device, not necessarily a single person, so on its own it is a weaker signal than what Customer Match already used.<\/p>\n\n\n\n

This does not mean the signal is useless, it means it probably works better as an additional data point that reinforces a match already made by email or phone, not as the list's primary identifier.<\/p>\n\n\n\n

\"Diana
Segmenting solely by IP has limited accuracy, between 13% and 23%.<\/figcaption><\/figure>\n\n\n\n

What should a business check before uploading this data?<\/h2>\n\n\n\n

Before turning on this feature it is worth reviewing where each IP address in your list comes from and confirming that no user from the European Union, the United Kingdom, or Switzerland ends up included by mistake. It is also worth double checking the exact format Data Manager requires, because uploading a timestamp without its matching IP, or sending the data hashed out of habit instead of as plain text, can make the upload fail or get misread.<\/p>\n\n\n\n

Handling unencrypted IP addresses is a different level of sensitivity than most marketing teams are used to managing within Google Ads. Whoever uploads these files should understand they are uploading personally identifiable data in plain text, not a hash, and should treat that file with the same care they would give any other sensitive customer information.<\/p>\n\n\n\n

This same logic of checking what can be targeted and what gets excluded by region is what we already saw when Google removed language targeting from Search campaigns, as we explained in our blog on that change<\/a>. And if you are still adjusting your account to the bidding changes Google introduced in August, it is worth reviewing those strategies before adding one more signal to the mix, something we covered in our blog on the August 2026 bidding strategy change<\/a>.<\/p>\n\n\n\n

Frequently Asked Questions<\/h2>\n\n\n\n

What changed in Google Ads Customer Match this week?<\/h3>\n\n\n\n

Google expanded Customer Match to accept IP addresses and interaction timestamps as new matching signals, sent unencrypted, something reported by trade press on September 25, 2026.<\/p>\n\n\n\n

Does this feature work in every country?<\/h3>\n\n\n\n

No. IP matching is not available for users in the European Economic Area, the United Kingdom, or Switzerland, 32 territories excluded due to privacy regulations like GDPR.<\/p>\n\n\n\n

How much does targeting accuracy improve by adding IP?<\/h3>\n\n\n\n

Google has not published official figures on the match rate improvement. Independent research puts the accuracy of targeting based on IP alone between 13 and 23 percent, so it is worth measuring the result against your own lists before assuming a guaranteed improvement.<\/p>\n\n\n\n

Can this feature be used in Display & Video 360?<\/h3>\n\n\n\n

Not for now. DV360 was excluded from IP matching at launch, so the feature is only available directly within Google Ads.<\/p>\n\n\n\n

Last updated: October 2026. This article will be updated if Google publishes official match rate improvement figures or expands availability to DV360.<\/em><\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Google Ads ampli\u00f3 Customer Match para aceptar direcciones IP y marcas de tiempo como nuevas se\u00f1ales de coincidencia, un cambio reportado por la prensa especializada el 25 de septiembre de 2026. Es la primera se\u00f1al nueva que se suma a Customer Match en varios a\u00f1os, y a diferencia de los identificadores de siempre, esta vez […]<\/p>\n","protected":false},"author":5,"featured_media":4565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[20],"tags":[],"class_list":["post-4564","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads"],"blocksy_meta":[],"yoast_head":"\nGu\u00eda para Agencia Google Ads: Actualizaci\u00f3n Customer Match IP<\/title>\n<meta name=\"description\" content=\"Como Agencia Google Ads, necesitas saber que Customer Match ahora acepta direcciones IP sin cifrar. 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