Merge pull request #6948 from segmentio/samkcrespo-patch-27

Add Trait Activation Limits FAQ to Google Ads Remarketing Lists Destination

Author: pwseg

src/connections/destinations/catalog/adwords-remarketing-lists/index.md

@@ -12,13 +12,13 @@ engage: true
 
 The Google Ads Remarketing Lists destination is one of Segment's most popular Engage List destinations. It has a variety of use cases related to exclusion, acquisition (using Similar Audience), remarketing, and more.
 
-This destination can send audiences created in [Engage](/docs/engage/) to Google Ads as a [Customer List](https://support.google.com/google-ads/answer/6276125){:target="_blank"}. Once you set this destination up, Segment sends an initial user list of users to the [Google Ads API](https://developers.google.com/google-ads/api/docs/remarketing/overview){:target="_blank"}. As users move in and out of the audience, Segment automatically updates the list in Google. This allows you to run advertising campaigns without having manually update the list of users to target in your Google Ads campaigns.
+This destination can send audiences created in [Engage](/docs/engage/) to Google Ads as a [Customer List](https://support.google.com/google-ads/answer/6276125){:target="_blank"}. Once you set this destination up, Segment sends an initial user list of users to the [Google Ads API](https://developers.google.com/google-ads/api/docs/remarketing/overview){:target="_blank"}. As users move in and out of the audience, Segment automatically updates the list in Google. This allows you to run advertising campaigns without having to manually update the list of users to target in your Google Ads campaigns.
 
-You can send either an email address or mobile device ID (IDFA) from Engage to Google as custom matchers. You can set an email address on the user profile by including `email` as a trait on an [`identify` call](/docs/connections/spec/identify/), as a property on a [`track` call](/docs/connections/spec/track/), or as an [external id](/docs/unify/identity-resolution/externalids/) for the user. If you use Segment’s mobile SDKs to collect events from a mobile app, the user’s IDFA is automatically captured. If you don't use Segment’s mobile SDKs, you can set the user’s IDFA by setting it within `context.device.advertisingId`. You are also required to collect `context.device.type` and `context.device.adTrackingEnabled` on the event payload. Additionally, ensure `android.idfa` and `ios.idfa` are enabled as identifiers in your [Identity Resolution settings](/docs/unify/identity-resolution/identity-resolution-settings/) in Engage.
+You can send either an email address or mobile device ID (IDFA) from Engage to Google as custom matchers. You can set an email address on the user profile by including `email` as a trait on an [Identify calls](/docs/connections/spec/identify/), as a property on a [Track calls](/docs/connections/spec/track/), or as an [external id](/docs/unify/identity-resolution/externalids/) for the user. If you use Segment’s mobile SDKs to collect events from a mobile app, the user’s IDFA is automatically captured. If you don't use Segment’s mobile SDKs, you can set the user’s IDFA by setting it within `context.device.advertisingId`. You must also collect `context.device.type` and `context.device.adTrackingEnabled` on the event payload. Additionally, ensure `android.idfa` and `ios.idfa` are enabled as identifiers in your [Identity Resolution settings](/docs/unify/identity-resolution/identity-resolution-settings/) in Engage.
 
 When you send an audience to Google Ads Remarketing Lists, you can choose which custom matcher (email or mobile device ID/IDFA) to match with. If a user has multiple emails or IDFAs on their account as `external_ids`, Engage sends the ID that was most recently added to the user profile to Google Ads.
 
-These audience lists can be used to serve content on Google Search, YouTube, and Gmail. You can only target users with email addresses that are associated with a Google account, and you can target users in Gmail only if they have an `@gmail.com` address.
+You can use these audience lists to serve content on Google Search, YouTube, and Gmail. You can only target users with email addresses associated with a Google account, and you can target users in Gmail only if they have an `@gmail.com` address.
 
 > info ""
 > You must have access to Engage as part of your Segment plan to use this destination. [Contact Segment's sales team](https://segment.com/demo/){:target="_blank”} to try this out.
@@ -35,7 +35,7 @@ These audience lists can be used to serve content on Google Search, YouTube, and
 - **Lookback window allowed**: Yes
 - **Identifiers required** : Email or Mobile Device ID (IDFA)
 - **Identifiers accepted** : Email and Mobile Device ID (IDFA)
-- **Client or Server-Side Connection**: Server-side
+- **Client or server-side Connection**: Server-side
 - **Minimum audience size required**: 100
 
 ## Use cases: known users
@@ -53,12 +53,12 @@ Create an audience of users that signed up, purchased a product, or otherwise pe
 You can use Engage to create a detailed profile of your most loyal customers (sometimes called a “seed audience”) and then send this list of customers to Google. In Google, you can then use Google's [Similar Audience](https://support.google.com/google-ads/answer/7151628?hl=en-AU){:target="_blank”} features to find similar users to target. For example, you might want to create a group of high-value users who have spent a certain amount of money on your product, and then use Similar Audiences to find users who might also spend that much.
 
 > note ""
-> **Note:** A “seed audience” must have at least 100 members for Google's Similar Audience feature to function.
+> A “seed audience” must have at least 100 members for Google's Similar Audience feature to function.
 
 
 ### Remarketing audiences
 
-You can use Engage to target users who completed some initial action, but didn't follow through on a purchase or other conversion event. You can create audiences to re-target these individuals and remind them to complete the purchase or other process.  For example, you might send an email to someone who didn't complete a sign-up form or who didn't complete a shopping cart checkout.
+You can use Engage to target users who completed some initial action, but didn't follow through on a purchase or other conversion event. You can create audiences to re-target these individuals and remind them to complete the purchase or other process. For example, you might send an email to someone who didn't complete a signup form or who didn't complete a shopping cart checkout.
 
 ## How it works
 
@@ -68,7 +68,7 @@ When you create an audience in Engage and connect it to Google Ads Remarketing L
 2. Adds any users that fit the audience definition based on email or mobile ID (IDFA). Google uses these identifiers to match users in your list to users in the Google system who can be served ads.
 3. Either adds or removes users from this audience based on the same identifiers.
 
-## Set up
+## Setup
 
 Before you start, make sure you have administrative access to the Google Ads account so you can set up and link this destination.
 
@@ -78,14 +78,14 @@ Before you start, make sure you have administrative access to the Google Ads acc
 
 2. Search for "Google Ads Remarketing Lists” and click **Configure**.
 
-3. Click **Connect to Google Ads Remarketing Lists** and sign in to your Google Ads account. Make sure you sign in to the account that has administrator access!
+3. Click **Connect to Google Ads Remarketing Lists** and sign in to your Google Ads account. Make sure you sign in to the account that has administrator access.
 
-4. When prompted, click **Allow**. This is required for Segment to update your Google Ads Remarketing Lists.
+4. When prompted, click **Allow**. Segment needs this to update your Google Ads Remarketing Lists.
 
 5. Select the Google Ads account or sub-account to connect with Engage.
 
-> info ""
-> **What are sub-accounts?** Because the Google My Client Center (MCC) account allows a user to access multiple Google Ads accounts through a single user account, Segment has updated the selector to include these additional "sub-accounts." By default, Segment syncs the "primary" Google Ads account connected to your Google account, but when using Google MCC, you can select any of the Google Ads accounts managed by your primary Google Ads account. If you're not using MCC, your primary Google Ads account is connected. MCC is typically used by advertisers or agencies that manage multiple client accounts.
+> info "What are sub-accounts"
+> Because the Google My Client Center (MCC) account allows a user to access multiple Google Ads accounts through a single user account, Segment has updated the selector to include these additional "sub-accounts." By default, Segment syncs the "primary" Google Ads account connected to your Google account, but when using Google MCC, you can select any of the Google Ads accounts managed by your primary Google Ads account. If you're not using MCC, your primary Google Ads account is connected. MCC is typically used by advertisers or agencies that manage multiple client accounts.
 
 ### 2. Create an audience in Segment and connect it to Google Ads Remarketing Lists
 
@@ -107,7 +107,7 @@ In Google Ads, go to **Tools & Settings** > **Shared Library** > **Audience mana
 ![A screenshot of the Google Ads Audience lists page, with one list currently populating.](images/garl-audience_mgr.png)
 
 > info ""
-> **Note**: Google Ads can take 24+ hours to fully process initial audience uploads before they can be used for a campaign. If the audience is still processing, the list status appears as “Populating”.
+> Google Ads can take 24+ hours to fully process initial audience uploads before they can be used for a campaign. If the audience is still processing, the list status appears as “Populating”.
 
 ## Consent mode
 [Consent mode](https://support.google.com/analytics/answer/9976101?hl=en){:target="_blank"} is a feature provided by Google in the context of its products, particularly the Gtag library and Google Analytics. As of March 6, 2024, Google announced that consent mode must function for European Economic Area (EEA) users, otherwise data from EEA users won't process. 
@@ -145,9 +145,7 @@ If you have any questions setting up consent mode, reach out to [friends@segment
 
 Engage matches users in your audience using email and mobile device ID (IDFA) values. Make sure you are tracking these with Segment to have as high a match rate as possible.
 
-You can set an email address on the user profile by including `email` as a trait on an [`identify` call](/docs/connections/spec/identify/), as a property on a [`track` call](/docs/connections/spec/track/), or as an [external id](/docs/unify/identity-resolution/externalids/) for the user. If you use Segment’s mobile SDKs to collect events from a mobile app, the user’s IDFA is automatically captured. If you don't use Segment’s mobile SDKs, you can set the user’s IDFA by setting it within `context.device.advertisingId`.
-
-You can set an email on the user profile by including `email` as a trait, as a property on an event, or as an external id for the user. If you use Segment's mobile SDKs to collect events from a mobile app, IDFA is automatically captured for the user. You can also set a user's IDFA on a mobile app by setting it within `context.device.advertisingId`.
+You can set an email address on the user profile by including `email` as a trait on an [Identify call](/docs/connections/spec/identify/), as a property on a [Track call](/docs/connections/spec/track/), or as an [external id](/docs/unify/identity-resolution/externalids/) for the user. If you use Segment’s mobile SDKs to collect events from a mobile app, the user’s IDFA is automatically captured. If you don't use Segment’s mobile SDKs, you can set the user’s IDFA by setting it within `context.device.advertisingId`.
 
 If a user has more than one email address or IDFA on their account as `external_ids`, Engage sends the most recent id on the user profile to Adwords for matching. The match rate will be low if Google can't identify users based on the data that you provide.
 
@@ -156,11 +154,11 @@ If a user has more than one email address or IDFA on their account as `external_
 
 ### Invalid Settings error in Event Delivery
 
-Make sure that this destination was created in [Engage](/docs/engage/) as it requires additional event data not available in standard destinations.
+Make sure that this destination was created in [Engage](/docs/engage/), as it requires additional event data not available in standard destinations.
 
 ### Invalid user list ID error in Event Delivery
 
-When you first connect a destination to an audience, Segment triggers a call to the destination to create the audience downstream. Once Segment creates the audience, the destination API returns an audience ID. For subsequent updates to the audience in the destination (adding or removing users), Segment uses this ID to send requests to the destination. The invalid user list ID error usually means that the audience ID no longer exists in the destination. To resolve this, you'll need to either recreate the audience or create a *new instance* of the destination and link it to the audience. Removing and re-adding the same instance of the destination will not work.
+When you first connect a destination to an audience, Segment triggers a call to the destination to create the audience downstream. Once Segment creates the audience, the destination API returns an audience ID. For subsequent updates to the audience in the destination (adding or removing users), Segment uses this ID to send requests to the destination. The invalid user list ID error usually means that the audience ID no longer exists in the destination. To resolve this, you'll need to either recreate the audience or create a new instance of the destination and link it to the audience. Removing and re-adding the same instance of the destination won't work.
 
 ## FAQs
 
@@ -170,7 +168,7 @@ Engage audiences can only send to Google Ads Remarketing Lists for Google Search
 
 #### How many users must be in an audience to use Google Ads Campaigns?
 
-100
+100.
 
 #### What custom matchers does Engage send to Google Ads?
 
@@ -188,4 +186,8 @@ When you create Engage audiences, add conditions to specify which App ID to send
 
 #### Why is there a schemaType validation error when I test an event?
 
-Typically this is a validation error and the permissions need to be re-authorized. Ensure the user who is authorizing has adminstration permissions. 
+Typically, this is a validation error and the permissions need to be reauthorized. Ensure the user who is authorizing has administration permissions. 
+
+#### Limitations on identifiers and traits for Google Ads Remarketing Lists with Trait Activation
+
+When configuring [ID Sync](/docs/engage/trait-activation/id-sync/) and [Trait Enrichment](/docs/engage/trait-activation/trait-enrichment/) for Google Ads Remarketing Lists, you can include one additional identifier in the payload. In the Customized Setup, only one Trait can be mapped, and it must be assigned to the `phone` field.