Question 1

What can be synced into Google Ads?

Accepted Answer

Customer Match user lists and conversions, including a test conversions target for validating a setup before it affects bidding. Audiences can be matched on email, phone, mobile advertising identifier, or a third party user identifier, and also on an address made up of first name, last name, country code and postal code. Conversions additionally accept click and session identifiers such as gclid, gbraid and wbraid alongside the personal identifiers.

Question 2

Can the audience stay exactly in step with my query?

Accepted Answer

Yes, that is what mirror mode does. Add and remove modes give you explicit control, while mirror makes the list match the source query exactly, so someone dropping out of the segment is removed rather than lingering. One caveat worth checking: mirror is not available when the newer Data Manager API is enabled on the connection, so if exact parity matters, confirm which API path your connection uses before relying on it.

Question 3

Do I need to hash email addresses first?

Accepted Answer

No. Identifiers are normalised and hashed automatically before upload, so your model can carry ordinary email addresses and phone numbers. If your data already contains hashed values, those are detected and passed through unchanged rather than being hashed a second time, which would break matching. In practice the simplest approach is to send clean plaintext and let the connector handle normalisation, since inconsistent normalisation is a common cause of poor match rates.

Question 4

How soon is an audience usable?

Accepted Answer

Not immediately, and this catches people out. Google's own processing of a user list can take up to 48 hours, during which the Polytomic execution remains in a processing state rather than reporting completion. That is platform side rather than something the sync controls. Minimum usable audience sizes and match rates also vary by account and placement, so it is worth validating against your own account rather than assuming a fixed threshold.

Connect Snowflake with Google Ads

Connect Snowflake and Google Ads with Polytomic

Mirror keeps lists exact

Hashing handled for you

Conversions from real outcomes

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Step-by-step integration guide

Connect Snowflake in Polytomic

Connect Google Ads in Polytomic

Create a sync between Snowflake and Google Ads

Map fields and enable the sync

Frequently asked questions

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