Support Needed – Match Rate Showing “--” After Token Regeneration and Access Upgrade

[soundarya kannan]

Hi Google Ads API Support Team,

I’m reaching out regarding an issue I’m facing with the Google Ads API.

Initially, I encountered a “token invalid” error while using my refresh token. I regenerated the token using basic access, but then received an error stating “User denied access permission to mutate operation” in Google Ads.

After that, I upgraded my access level to Standard, and I’m now able to successfully upload files to Google Ads. However, the issue I’m facing is that the match rate, which usually shows around 91–100%, now appears as “--” for the new uploads.

Here’s what I’ve verified so far:

The file contains 3,000+ valid records and is properly formatted.

The client account is linked with the manager account (MCC).

The login-customer-id is set correctly to the MCC account ID.

Could you please help me identify what else I need to check or update to resolve this match rate issue?

Thank you for your support and guidance.

[Google Ads API Forum Advisor]

Hi,

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

I understand that the match rate in the Google Ads UI is showing as '--' when the customer match data is uploaded using the Google Ads API.

Match rates are only shown for uploads using the new Google Ads API with at least 100 rows matched to unique users. A match rate of '--' in Google Ads indicates an unknown or not yet calculated status, meaning the system cannot yet provide a match rate for your audience list.Your Customer Match match rate is the percentage of your uploaded customer list that could be connected to Google users, so you can find how much of your list is usable. Don’t be concerned if you don’t have a 100% match rate. It is common to have customer information that isn't matched. Use it as an indicator of how much of your data is viable and formatted correctly. The 2 common issues with Customer Match are upload problems and small reported Customer Match list sizes. Both can be traced to problematic data file formatting or incorrect hashing. Read Fix Customer Match issues with list upload, small list size, or low volume. I would recommend you refer to this Help Center article about Customer Match match rates for information on how match rates work and how to improve your match rates. Also, use this guide to know more about why your match rate might be lower than expected.

Additionally, to investigate your issue further, kindly provide us with the customer ID and the user list ID with which you are observing this issue. Include the complete API logs (request and response logs with request-id and request header) generated at your end while uploading the customer match data. 

If you are using a client library and haven't enabled the logging yet, I would request you to enable logging for the specific client library that you are using. You can refer to the guides Java, .Net, PHP, Python, Ruby or Perl to enable logging at your end. For REST interface requests, you can enable logging via the curl command by using the -i flag.

You can send the details via Reply privately to the author option, or direct private reply to this email.
 

Thanks,
 

Google Ads API Team

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[2025-10-22 08:42:37Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01vRTKS:ref" (ADR-00336186)