Streamline your data management process with the checkout on Instagram + Google Customer Match integration

Checkout on Instagram is an "in-app" payment system, which would allow Instagram to be compared to a real eCommerce site. The checkout function enables users to purchase without ever leaving the Instagram app, creating a simplified and two-touch process to convert Instagram followers directly into loyal customers.

With checkout on Instagram, customers can make a simple tap to view a product from an affordable post and then continue the payment process, all within Instagram. All they have to do is enter their name, email, billing information, and shipping address, only the first time they checkout.

The ability to guide the audience from browsing to buying in a few quick touches has a significant impact on the conversion rate as it creates a unique experience for customers. Furthermore, checkout on Instagram ensures that brands do not have access to valuable customer data (such as emails) since all communications are managed by Instagram rather than by the brand directly, avoiding excessive data dissemination.

Google Customer Match (GCM) allows advertisers to get closer to customers in the moments that matter. With Customer Match, you can build specific groups of customers who then form the basis of a Remarketing Audience List. Google Customer Match is a powerful tool to create segments or groups of users which you think may behave differently from others. Once a group of users is created, the emails are hashed for anonymity and then uploaded into Google AdWords.

Because this tool can provide an important feature: Google Customer Match offers is the ability to process email addresses and match your database of Google account owners. Clearly, customers with Gmail addresses are likely to be easily matched, but even if the address is not Gmail, you can be connected to a Google account and then matched correctly. Besides, Google Customer Match recognizes that the user is in the audience and can act accordingly, based on the advertiser's instructions. With Google Customer Match, you can target customers who have purchased in the past but haven't returned to your site or bought for a while.

Google Customer Match allows you to target consumers who are already customers, and help expand your services by showing them content for supplementary or complementary products. If you have a group of consumers who are your top buyers, most profitable, and most loyal, Google Customer Match is a perfect way to create an audience of customers and look for others with the same characteristics from browsing behavior, keyword search behavior, or other contextual clues.