Google Ads automatically enrols advertisers in conversion-based customer lists

Google Ads automatically enrolled eligible advertisers in conversion-based customer lists starting this week, with data processing commencing on August 18. This change affects advertisers already utilizing both Enhanced Conversions and Customer Match who have not yet activated conversion-based customer lists. The feature aims to leverage first-party data for audience building, allowing advertisers to create more relevant segments and potentially improve campaign performance without additional implementation effort. Eligible advertisers do not need to take any action, as Google will begin processing data and making these lists available within their accounts from August 18. Advertisers can then choose to apply these audiences to their campaigns and ad groups. For those who wish to opt out, the deadline is before August 18, by disabling conversion-based customer lists in their account settings. After this date, automatic data processing and list generation will commence. This update was initially identified by Menachem Ani, Founder of JXT Group, who shared information received from Google on X.