Google Ads Customer Match — send IP address as an extra match signal

The Google Ads Customer Match export can now send a user's IP address alongside the match keys you already configure. IP address isn't a list type of its own — it rides along with email, phone, mailing address, or user ID to give Google more to match on, which means better match rates on the same audience.

How it works

• Map the Lytics field that holds the user's IP address when you configure the export. The field can hold a single address or an array — every valid address on the profile is sent.
• Optionally map IP Observed From and IP Observed Until to tell Google when that address was in use. Lytics sends the window in UTC.
• Both IPv4 and IPv6 are supported, and IPv4-mapped IPv6 addresses are normalized to their IPv4 form.
• Unlike email and phone number, IP addresses are sent as plain text rather than SHA256-hashed.

What to know

• Only public, routable addresses are sent. Private, carrier-grade NAT, loopback, link-local, multicast, and malformed values are skipped — the user is still exported on their other match keys.
• The fields have no effect on a Google DV360 audience export, which rejects audience members carrying IP data.
• Audience removals are matched on identifiers alone, so no IP data is attached when a user exits the audience.

See Google Ads for the full field list, the complete set of skipped address ranges, and configuration steps.