Google Ads updates Customer Match lists with new 540-day membership limit

Google has announced significant changes to Customer Match lists in Google Ads and Display & Video 360 platforms, introducing a new maximum membership duration of 540 days effective April 7, 2025.

Key Changes and Impact

The update will affect existing Customer Match lists in several ways:

• Lists with no set expiration or durations exceeding 540 days will automatically update to the new maximum
• Existing members with longer durations will have the 540-day limit applied retroactively
• List sizes may decrease as memberships expire
• Campaigns targeting segments that become too small may automatically pause

Implementation Requirements

Google Ads API Users

The update introduces these technical changes:

• Setting UserList.membership_life_span to values above 540 will trigger a RangeError.TOO_HIGH error
• Existing lists exceeding 540 days will automatically migrate to the new maximum
• Regular list refreshes will be required to maintain audience sizes

Display & Video 360 API Users

New technical requirements include:

• firstAndThirdPartyAudiences.create and patch requests exceeding 540 days will return a 400 error
• membershipDurationDays field becomes mandatory for Customer Match list creation
• Existing lists with durations above 540 days will automatically adjust to the new maximum

Recommended Actions

To ensure uninterrupted ad campaigns, advertisers should:

• Refresh Customer Match lists before April 7, 2025
• Update implementation code to comply with new duration limits
• Implement regular list refresh procedures
• Replace expired lists with current customer data