Question
How Segment improves match rates for Google Ads Conversions?
Product
Twilio Segment
Environment
Segment Console
Answer
To improve match rates, Segment automatically normalizes and hashes common fields to align with Google's best practices, outlined in Google's Prepare data for upload and Add customer data documentation.
Google requires all PII to be hashed before it's sent to their API, and Segment handles this for you by hashing these fields before sending the data. There's no need for you to hash the data before sending it to Segment.
Additional Information
More details in our documentation here.