Google Ads Data Manager stops requiring SHA-256 hashed customer data on Nov 16 and switches to encryption
What changed
Google is emailing advertisers who use Google Ads Data Manager for Customer Match and enhanced conversions that, starting November 16, 2026, it will no longer require customer data hashed with SHA-256 and will accept encrypted data by default. Data sent through CRM connections, cloud storage imports, file uploads and the Data Manager API will be decrypted, normalized and matched inside a hardware-isolated trusted execution environment. Google says this improves match rates by cutting formatting errors made before hashing. The email doesn't say what happens to files you already hash yourself.
What to do
List every Customer Match and offline-conversion upload that goes through Data Manager (CRM connectors, scheduled file imports, the API). Before Nov 16, check with Google support or your rep whether your pre-hashed files keep working, then compare match rates before and after the switch. Have privacy or legal sign off on unhashed data being sent to Google's secure environment.
Source
- PPC Land: Google's Data Manager encryption notice ↗
- Copy of Google's email posted by Anthony Higman (LinkedIn) ↗
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