Google began turning on conversion-based customer lists for some Google Ads advertiser accounts on Jun 17, 2026, with data processing set to start on Aug 18, 2026, according to the source material.
The change applies to advertisers that have already adopted both Enhanced Conversions and Customer Match but have not yet enabled conversion-based customer lists. Google said no action is required to switch the feature on for those accounts.
According to the email described in the source article, Google told advertisers: "To help you maximize the value and performance of your first-party data, Google is turning on the conversion-based customer lists feature for your accounts) beginning on Jun 17, 2026, and data will begin to be processed on Aug 18, 2026."
The notice also stated: "This update applies to all customers who already have adopted both Enhanced Conversions and Customer Match, but haven't yet turned on the conversion-based customer lists functionality."
Google said the lists would appear later in the account, adding: "No action is required to turn on this feature. Beginning Aug 18, 2026, the conversion-based customer lists will be available in your account. To optimize your campaigns further, you can choose to attach these lists to your campaigns; Learn more about how to Add audience targeting to an ad group or campaign"
Advertisers that do not want the update can disable the setting before processing begins. As the email put it: "If you wish to opt out of this update, simply turn off the conversion-based customer lists within the account settings before Aug 18, 2026."
The source article said affected advertisers should have received an email from Google about the update.
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