Audiences
Customer list audiences
Audiences built by uploading a list of customer contact details, called Customer Match on Google, Custom Audiences on Meta and Matched Audiences on LinkedIn.
What it is
The platform matches the hashed emails or phone numbers to its users, so the advertiser can reach them or exclude them.
Why it matters
For lead generation and e-commerceIt lets ads treat known customers and leads differently from strangers: upsell, re-engage or keep out of acquisition campaigns.
In practice
Upload hashed lists from the CRM, refresh them on a schedule, and use them for targeting, exclusions and lookalikes.
A common mistake
Uploading a list once. Stale lists keep showing acquisition ads to people who have already bought.