Upload UserLists and Low match rate in Youtube

[Diego Stallo]

Hi everyone,

We use Google Ads API to send remarketing user lists for our clients to activate on their accounts, to run over Display and Youtube.

Basically, using our tool they upload their ADID's and IDFA's and our API let them create Customer Match Audiences inside their google ads accounts. The problem is that they usually have very poor match rate in youtube (size available on youtube VS size uploaded).

We found that uploading ADIDs on lowercase and IDFA in uppercase increases the match rate on Youtube (and its the same for Display, never mind lower or uppercase).

Is this expected behaviour?

Is there any other recommendations to increase match rate on youtube for the Customer Match Audience uploaded via Google Ads API?

Best.