Clarification on retroactive membership expiration for Customer Match audiences (540-day limit)

[Online Ads - Voyado dev]

Hi

We have a question regarding the upcoming Customer Match change described in your February blog post:
🔗 https://ads-developers.googleblog.com/2025/02/update-to-customer-match-membership.html

Specifically, we are unclear about how the new 540-day membership lifespan will be enforced for existing audiences that were previously created with an unlimited (or >540 days) membership_life_span.

The post mentions:

"We will retroactively assign expiration dates to existing members based on the original upload date so that no membership lasts longer than 540 days."

Does this mean that, starting April 7, 2025, all members who were added more than 540 days ago will be automatically removed from the audience (even if the audience was created with no expiration set, i.e. MembershipLifeSpan = 10000  )?

In our platform, we normally only synchronize deltas — meaning users who have entered or exited a segment since the last sync. However, if existing members are retroactively removed due to the new expiration policy, we need to re-add nearly all historical members before April 7 to prevent large drops in audience size.

This would result in a temporary but significant increase in API calls, as we're forced to refresh entire audiences rather than just changes.

Can you confirm whether this is necessary, or if Google will handle this differently?

Thanks in advance for clarifying — we want to implement the correct strategy ahead of time.

Best regards,
Mats Björkman Eldh
Voyado Dev Team

[Google Ads API Forum Advisor]

Hi,

Thank you for reaching out to the Google Ads API support team.

I have raised your concern with the rest of our team and one of my teammates will reach out to you once we have an update.

 

Thanks,
 

Google Ads API Team

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[2025-04-01 23:22:13Z GMT] This message is in relation to case "ref:!00D1U01174p.!5004Q02vHEZs:ref" (ADR-00298060)

[Google Ads API Forum Advisor]

Hello,

Your interpretation is correct. Any users who have been on a list for more than 540 days will be removed unless they are refreshed.

Thanks,
 

Michael Cloonan Google Ads API Team

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[2025-04-02 15:09:10Z GMT] This message is in relation to case "ref:!00D1U01174p.!5004Q02vHEZs:ref" (ADR-00298060)

[Online Ads - Voyado dev]

Thank you for the clarification. But refreshing (re-adding) before the 7th of April (such as today the 4th of April) with a value of 540 ( i.e. MembershipLifeSpan = 10000)  is enough in order to get membership lifetime until today + 540 days?

Regards, Mats Björkman Eldh

[Google Ads API Forum Advisor]

Hello,

Yes, that is correct.

Thanks,
 

Michael Cloonan Google Ads API Team

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[2025-04-03 17:27:57Z GMT] This message is in relation to case "ref:!00D1U01174p.!5004Q02vHEZs:ref" (ADR-00298060)