Using customer data effectively can boost your marketing performance - but it's important to handle it responsibly. This short guide explains how to use first-party data in tools like Google Ads and Facebook (Meta) Custom Audiences.

We’re not legal experts, so please speak with a qualified legal advisor for anything specific to your business. This guide simply outlines key points for using customer data in a compliant, responsible way.


1. What Is First-Party Data and Why It Matters

First-party data is information you collect directly from your customers or website visitors - such as emails, phone numbers, or booking data. It’s the most reliable data because it comes straight from your guests.

You can use this data to create Custom Audiences or Customer Match lists for platforms like:

  • Google Ads (Customer Match)

  • Meta / Facebook Ads (Custom Audiences)

  • LinkedIn Ads (Matched Audiences)

These tools let you reach people who have already interacted with your brand or find similar new customers.


2. The Orange Studio as Data Processor

As your marketing agency, we act as a Data Processor - meaning we only handle personal data on your instruction. You are the Data Controller, which means you are responsible for collecting and managing that data lawfully, including obtaining proper consent from individuals.



3. Get Proper Consent

Before using any customer information for ads, you must have clear, specific permission from that person.

This includes:

  • Letting them know their data may be used for advertising.

  • Offering a separate, unticked checkbox (not bundled with other terms) is recommended under stricter GDPR interpretations

  • Keeping a record of their consent.

If someone hasn’t agreed to this, you can’t include them in your audience lists. And if they later change their mind, their data must be removed.

If you plan to use first-party data in your campaigns, you can provide us with your audience list. We will only upload and use lists that you supply. You are solely responsible for ensuring that all data complies with applicable laws and platform policies.