{"id":13700,"date":"2026-04-04T11:15:54","date_gmt":"2026-04-04T10:15:54","guid":{"rendered":"https:\/\/siite.dk\/?p=13700"},"modified":"2026-04-04T11:15:54","modified_gmt":"2026-04-04T10:15:54","slug":"customer-match","status":"publish","type":"post","link":"https:\/\/siite.dk\/en\/marketingordbog\/kundematch\/","title":{"rendered":"Customer match"},"content":{"rendered":"<h2 class=\"wp-block-heading\">What is customer match?<\/h2>\n\n\n\n<p>Customer matching is a term typically used in digital marketing to describe the process of matching a company's own customer data with data on an advertising platform.<br><br>The purpose is to target adverts more accurately to existing customers, previous leads or other known contacts.<\/p>\n\n\n\n<p>When talking about customer matching, it's often about platforms like <a href=\"https:\/\/siite.dk\/en\/marketingordbog\/google-ads\/\">Google Ads<\/a>, Meta Ads or LinkedIn, where companies can upload information such as email addresses, phone numbers or other identifying data in encrypted form.<br><br>The platform then tries to find the same people among its users.<\/p>\n\n\n\n<p>In Danish, customer match can therefore be understood as a method of connecting the company's own customer lists with the ad platform's user base.<br><br>This makes it possible to work more strategically with advertising, reactivation and customer journeys.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What does customer match mean in practice?<\/h2>\n\n\n\n<p>In practice, customer matching means that a company uses its own first-party data for marketing.<br><br>It could be data from a newsletter, a CRM system, a webshop or a booking system.<\/p>\n\n\n\n<p>For example, if a company has a list of past customers, it can use customer match to show these people special adverts again.<br><br>This can be relevant if you want to sell accessories, encourage repeat purchases or present new products.<\/p>\n\n\n\n<p>Customer match is also used when you want to avoid spending ad budget on people who have already completed a certain action.<br><br>If a customer has already purchased a product, you can sometimes choose to exclude them from a campaign for that particular product.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Reactivate previous customers<\/li><li>Target ads to existing customers<\/li><li>Create more relevant messages<\/li><li>Exclude certain customer segments<\/li><li>Support upselling and cross-selling<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How customer match works<\/h2>\n\n\n\n<p>The process behind customer matching is relatively simple, but requires proper data management.<br><br>The company first collects contact details of people that it can legally use in its marketing.<\/p>\n\n\n\n<p>The data is then uploaded to the chosen ad platform.<br><br>The information is typically hashed or encrypted so that it is not shared as plain text.<\/p>\n\n\n\n<p>The platform then compares the uploaded information with its own user profiles.<br><br>If a match is found, the person can be part of a target group that the company can advertise to.<\/p>\n\n\n\n<p>The better data quality your organisation has, the higher the likelihood of a good match result.<br><br>Incomplete, outdated or misspelled information can reduce the number of usable matches.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Typical data used for customer matching<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Email addresses<\/li><li>Phone numbers<\/li><li>Name and surname<\/li><li>Postcode and country<\/li><li>Customer data from CRM or webshop<\/li><\/ul>\n\n\n\n<p>Not all platforms use exactly the same data types and requirements may vary.<br><br>Therefore, you should always check the platform's guidelines before creating a customer match list.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Why is customer matching important in digital marketing?<\/h2>\n\n\n\n<p>Customer Match is important because it bridges the gap between a company's own data and its digital advertising.<br><br>Instead of only targeting unknown users broadly, you can work much more precisely with people you already have a relationship with.<\/p>\n\n\n\n<p>This often results in more relevant adverts because the message can be adapted to the target group's position in the customer journey.<br><br>An existing customer rarely needs the same message as someone who has never heard of the company before.<\/p>\n\n\n\n<p>At the same time, customer matching has become more relevant with the focus on first-party data, privacy and restrictions on third-party cookies.<br><br>Companies that are in control of their data are therefore stronger in a modern marketing strategy.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Better targeting<\/li><li>Higher relevance in ad messaging<\/li><li>More efficient use of advertising budget<\/li><li>Stronger work with first-party data<\/li><li>Better opportunities for segmentation<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Customer match on different platforms<\/h2>\n\n\n\n<p>Although the principle behind customer matching is the same, the features can vary from platform to platform.<br><br>It's therefore important to know the difference between how the major ad channels work with customer data.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Google Ads and Customer Match<\/h3>\n\n\n\n<p>In Google Ads, the feature is typically called Customer Match.<br><br>Here, businesses can use their own customer lists to target adverts across Search, YouTube, Gmail, Discover and more, depending on account capabilities and compliance with Google policies.<\/p>\n\n\n\n<p>This makes Customer Match particularly interesting for companies that want to work with both branding and performance in the same setup.<br><br>For example, a customer may encounter a message on YouTube and later see more targeted search ads.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Meta and customised audiences<\/h3>\n\n\n\n<p>On the Meta platforms, which include Facebook and Instagram, similar features are used via customised audiences.<br><br>Here a company can upload customer data and create segments based on existing relationships.<\/p>\n\n\n\n<p>It's ideal for remarketing, repeat purchase campaigns and campaigns targeting loyal customers.<br><br>Meta also often provides great opportunities to build lookalike audiences on top of the matched customer lists.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">LinkedIn and B2B customer matching<\/h3>\n\n\n\n<p>On LinkedIn, customer matching can be particularly relevant in B2B marketing.<br><br>Here, companies can target decision makers, past leads or customers with content that fits a more professional and complex buying process.<\/p>\n\n\n\n<p>This makes customer matching useful in longer sales cycles where relationships and repeat exposures often play a big role.<br><br>Especially in account-based marketing, this approach can be valuable.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Benefits of using customer match<\/h2>\n\n\n\n<p>One of the biggest benefits of customer matching is that it makes advertising more relevant.<br><br>Speaking to people who already know the company can often make the message more concrete and action-orientated.<\/p>\n\n\n\n<p>Another benefit is better utilisation of customer data.<br><br>Many organisations already have valuable information in their CRM or email platform, but don't always translate this data into active marketing.<\/p>\n\n\n\n<p>Customer matching can also improve the economics of campaigns.<br><br>When the target audience is more precise, the likelihood of clicks, conversions and higher ad effectiveness often increases.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Increased relevance in communication<\/li><li>Better segmentation of customers and leads<\/li><li>Possibility of personalised campaigns<\/li><li>More efficient ad budget<\/li><li>Stronger interaction between CRM and advertising<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Challenges and limitations of customer matching<\/h2>\n\n\n\n<p>While customer matching is effective, it's not without its challenges.<br><br>The first challenge is data quality. If contact information is old or incomplete, fewer people will be matched correctly.<\/p>\n\n\n\n<p>The second challenge is volume.<br><br>If a company only has very small customer lists, the target audiences may be too narrow to produce good advert results.<\/p>\n\n\n\n<p>In addition, there are legal and ethical considerations.<br><br>Companies need to understand consent, the basis for processing and proper handling of personal data before customer data is used for advertising.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Outdated or incomplete data<\/li><li>Low match rate on the platform<\/li><li>Small lists with limited reach<\/li><li>Requirements for compliance with <a href=\"https:\/\/siite.dk\/en\/marketingordbog\/gdpr\/\">GDPR<\/a> and platform policies<\/li><li>Need for ongoing data maintenance<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Customer Match and GDPR<\/h2>\n\n\n\n<p>When working with customer matching, GDPR is key.<br><br>This is because processing personal data for marketing purposes requires a lawful basis.<\/p>\n\n\n\n<p>Companies should therefore pay close attention to what data they upload, why they upload it and how they document the right to use it.<br><br>It's not enough that the technology exists. It must also be legally defensible.<\/p>\n\n\n\n<p>It's also important to clearly inform users about how their data is used.<br><br>Transparency builds trust and improves compliance.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Good considerations before using customer match<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Does the organisation have a clear processing basis?<\/li><li>Are customers informed about the use of their data?<\/li><li>Is the data up-to-date and relevant?<\/li><li>Is data stored and transferred securely?<\/li><li>Does usage comply with both GDPR and the platform's own rules?<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Examples of using customer match<\/h2>\n\n\n\n<p>Customer Match can be used in many different situations and industries.<br><br>The method is relevant for webshops, service companies, subscription businesses and B2B companies.<\/p>\n\n\n\n<p>For example, a webshop can upload a list of customers who have previously purchased running shoes.<br><br>It can then target adverts with running clothes, accessories or new models to this group.<\/p>\n\n\n\n<p>A training company can use customer match to advertise an advanced course to people who have previously attended an introductory course.<br><br>This creates a more natural progression in the customer journey.<\/p>\n\n\n\n<p>I <a href=\"https:\/\/siite.dk\/en\/marketingordbog\/b2b\/\">B2B<\/a> a company can use customer match to reconnect with previous leads that didn't turn into customers in the first place.<br><br>With the right message, you can reopen the dialogue at a more mature time.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Customer match vs. remarketing<\/h2>\n\n\n\n<p>Customer matching and remarketing are sometimes confused, but they are not exactly the same thing.<br><br><a href=\"https:\/\/siite.dk\/en\/marketingordbog\/remarketing\/\">Remarketing<\/a> is often based on user behaviour, such as visiting a website or interacting with an app.<\/p>\n\n\n\n<p>Customer Match, on the other hand, is based on the company's own contact data.<br><br>This means that you work with known people in your database rather than just anonymous visitors identified via cookies or similar technologies.<\/p>\n\n\n\n<p>However, the two methods can complement each other.<br><br>Remarketing is strong for behavioural follow-up, while customer match is strong for relationship-based targeting.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Customer match:<\/strong> based on own customer data<\/li><li><strong>Remarketing:<\/strong> based on behaviour and visits<\/li><li><strong>Customer match:<\/strong> good for existing customers and leads<\/li><li><strong>Remarketing:<\/strong> Good for visitors who are not yet familiar with CRM<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How to get the most out of customer matching<\/h2>\n\n\n\n<p>To get value from customer matching, it's important to work strategically with segmentation.<br><br>It's rarely enough to just upload one big customer list and show the same advert to everyone.<\/p>\n\n\n\n<p>It is far more effective to split lists by behaviour, purchase history, customer type or stage in the relationship.<br><br>This way, the message can be more relevant and precise.<\/p>\n\n\n\n<p>It's also beneficial to keep data up to date.<br><br>Ongoing maintenance provides better match rates and reduces the risk of advertising to irrelevant or old contacts.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Best practice for customer matching<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Segment customers into smaller and more relevant target groups<\/li><li>Use up-to-date and correct contact details<\/li><li>Customise the message to the customer's relationship with the company<\/li><li>Combine customer match with other targeting methods<\/li><li>Measure results and adjust campaigns continuously<\/li><\/ul>\n\n\n\n<p>When used correctly, customer matching becomes not just a technical function, but an active part of the company's marketing strategy.<br><br>It strengthens the connection between data, ad platforms and customer experience.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Summary: What does customer match mean?<\/h2>\n\n\n\n<p>Customer matching means that a company matches its own customer data with users on an advertising platform in order to target marketing more precisely.<br><br>It's an important method in modern digital marketing, especially when first-party data plays an increasingly important role.<\/p>\n\n\n\n<p>The term covers both technical matching and the strategic use of data to create more relevant campaigns.<br><br>It can be used for repurchase, loyalty, upselling, exclusion and more effective segmentation.<\/p>\n\n\n\n<p>For Danish companies, customer matching is particularly relevant because it allows existing customer data to be used more intelligently.<br><br>At the same time, it requires a responsible approach to data quality, platform policies and GDPR.<\/p>\n\n\n\n<p>In short, customer matching is a method that makes marketing more targeted, more relevant and often more effective.<br><br>When data, strategy and law go hand in hand, customer matching can become a powerful tool for digital growth.<\/p>","protected":false},"excerpt":{"rendered":"<p><!-- wp:paragraph --><\/p>\n<p>Customer Match is a key tool in digital marketing when companies want to reach existing customers and known leads more precisely. <\/p>\n<p>In this article, we take a closer look at what customer matching means, how it works and why it can boost both relevance and ad effectiveness.<\/p>\n<p><!-- \/wp:paragraph --><\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_titles_title":"Hvad er kundematch i digital markedsf\u00f8ring?","_seopress_titles_desc":"Hvad er kundematch? 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