Customer Match lists capped at a 540-day maximum membership duration from April 7, 2025

Google set a maximum membership duration of 540 days for Customer Match lists in Google Ads and Display & Video 360. Lists with no expiration or longer durations were reduced to 540 days retroactively, so advertisers must refresh uploads regularly or lists shrink and campaigns may pause.

Effective April 7, 2025. API attempts to set membership_life_span above 540 return an error. Lists need at least 100 members added or updated within the last 540 days to remain eligible.