Audiences (Customer Match)
Build Google Ads Customer Match audiences from your own customer and attribution data — hashed and consent-filtered.
Audiences turn the customer data you already collect into Google Ads Customer Match lists: segments of hashed email addresses you can target (or exclude) in your campaigns. Because Tugus knows each customer's revenue, first-touch channel and purchase history, an audience is just a query over that data — no CSV exports, no manual list building.
Everything below is configured in the dashboard under Audiences.
How it works
- You describe who belongs in the audience (a template or your own criteria).
- Tugus builds the member set from your data — only consented customers, with their email addresses SHA‑256 hashed (plain text never leaves the system).
- The list is pushed to your connected Google Ads account as a Customer Match audience (see Pushing to Google).
Templates
The quickest start is a template. Each is a ready-made definition you can use as-is or adjust:
All customers (90 / 365 days)
Everyone who bought recently — the 365-day list is the seed for lookalikes.
High-value top 5%
Your highest-spending customers by revenue.
New vs. returning customers
First-time buyers, or customers with an earlier first purchase.
Affiliate customers
Customers first attributed through an affiliate network — unique to Tugus's own attribution.
Google Ads customers
Customers originally won through Google Ads.
Exclusion: returning customers
Exclude existing customers from new-customer campaigns.
Building your own
The audience builder lets you combine criteria — all optional, combined with AND:
- Customers only — profiles with at least one purchase.
- Active within N days — seen in the last N days.
- Customer type — all, new (first purchase within N days) or returning (first purchase older than N days).
- Affiliate-attributed only — first touch via an affiliate network.
- Sources / mediums — first-touch
utm_source/utm_medium(e.g.google,cpc). - Minimum revenue or Top % by revenue.
As you adjust the criteria, the builder shows a live estimated size.
Google only activates targeting once a list has roughly 1,000 matched members. Smaller lists stay a draft — the estimated size tells you where you stand.
Status & preparing
Each audience shows a status:
| Status | Meaning |
|---|---|
| Draft | New, or below the minimum size. |
| Ready to push | Members computed, meets the minimum. |
| Syncing / Synced | Being sent to / accepted by Google. |
| Outdated | The definition changed since the last sync. |
Prepare recomputes the members and checks the size without sending anything to Google — a safe preview. The run history records each prepare and sync.
Lookalike
Google retired "Similar Audiences", so a lookalike is really a strong seed plus Google's in-campaign expansion. The Lookalike wizard helps you:
- Pick a large, high-quality seed (e.g. All customers 365 days or High-value top 5%).
- Create it as a Customer Match list.
- In your Google Ads campaign, add the list and enable Optimized Targeting — Google then expands to similar users.
Pushing to Google
Pushing a list to Google Ads requires a connected Google Ads account and a one-time setup by your administrator (OAuth with the Data Manager scope + a Google Cloud project). Until that is enabled, audiences work fully in preview mode — you can build, size and prepare them, but nothing is sent externally.
Privacy: only customers with marketing consent are included, and email addresses are always SHA‑256 hashed before upload. Match rates on Google are typically 60–75% and are reported honestly.