Parameters

As well as allowing you to define your own custom parameters for use with dynamic remarketing, the AdWords remarketing tag also has a set of predefined parameters for different types of business that can help Google optimise performance when using some of the advanced Google capabilities such as dynamic product remarketing. Even if you are not using these advanced features now we'd recommend that you still try to implement them now to save time later on.

Retail Sites

These parameters are intended for typical online retailers who are selling products on their web site, e.g. a clothes retailer, an electronics retailer, or a grocery retailer and using a Google Merchant Center (GMC) feed.

ParameterDescription
ecomm_prodidRequired. This is the product ID of the product or products displayed on the current page - the IDs used here should match the IDs in your GMC feed.

This parameter should be passed when the ecomm_pagetype is product or cart. On product pages you will generally have a single product and so a simple single literal value can be passed; on cart pages if there is more than one product shown (i.e. if the user has more than one product in their cart) then an array of values can be passed.

Both numeric and alphanumeric values are supported, for example 34592212, '23423-131-12', or 'gp232123-19a', please note that if your product ID is anything other than a number, then you will need to treat it as a string and surround it in quotes.

Example usage on a single product page:
var google_tag_params = { 
  ecomm_prodid: 34592212
};
Example usage on a cart page with more than on product
var google_tag_params = { 
  ecomm_prodid: [34592212, '23423-131-12', 'gp232123-19a']
};
ecomm_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • category Used on pages that list multiple items within a category, for example a page showing all shoes in a given style.
  • product Used on individual product pages.
  • cart Used on the cart/basket/checkout page.
  • purchase Used on the page shown once a user has purchased (and so converted), for example a "Thank You" or confirmation page.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  ecomm_pagetype: 'searchresults'
};
ecomm_totalvalueThis parameter should be used on product, cart and purchase page types and should contain the value of a single product on product pages, or the total sum of the values of one or more products on the cart and purchase pages. The value should be passed as a javascript Number and should not include any currency symbols.

Example usage on a product page where the product has a value of $9.99:
var google_tag_params = { 
  ecomm_totalvalue: 9.99
};
Example usage on the cart or purchase pages where the user's cart contains 3 products with individual values of $29.99, $50.00, and $9.99:
var google_tag_params = { 
  ecomm_totalvalue: 89.98
};
Decimal values should be provided where appropriate. When passing integer values the decimal portion can be safely ignored.

Example usage for a basket where the sum of the products is $110.00:
var google_tag_params = { 
  ecomm_totalvalue: 110
};
ecomm_categoryThis parameter contains a string specifying the category of the currently viewed product or category pages. The string can be any value and does not need to conform to any specific naming convention.

Example usage for a product on in the "Home & Garden" category
var google_tag_params = { 
  ecomm_category: 'Home & Garden'
};
All of these parameters can be brought together as required, as well as being mixed and matched with any other custom parameters that your business feels would be useful.

Below is an example of what a complete tag could look like for a single product using a custom parameter "isSaleItem" to indicate if this product is in a sale.
var google_tag_params = { 
  ecomm_pagetype: 'product',
  ecomm_prodid: 34592212,
  ecomm_totalvalue: 29.99,
  ecomm_category: 'Home & Garden',
  isSaleItem: false
};
This example below shows what the custom parameters for the cart page might look like with a custom parameter "returnCustomer" to help identify repeat purchasers:
var google_tag_params = { 
  ecomm_pagetype: 'cart',
  ecomm_prodid: [34592212, '23423-131-12'],
  ecomm_totalvalue: 57.98,
  returnCustomer: false
};

Hotel Sites (using Hotel Price Ad feeds)

These parameters are intended for travel websites that are selling hotel stays that are using Hotel Price Ad (HPA) feeds. Feeds for HPA are not configured in AdWords Business Data Shared Library - if your feed was configured in AdWords Business Data Shared Library then you are not using HPA and you will need to use the parameters described in the Hotel and Rentals Sites section.

If you are using HPA and need more help with setting up your HPA feed please contact your Google account representative who will be able to help.

ParameterDescription
hotel_hotelidRequired. This parameter is the ID of the hotel or property that the user is currently viewing on the property page type. This ID must match a value in the "hotel_hotelid" in your HPA feed and can be numeric or alphanumeric.

Example usage:
var google_tag_params = { 
  hotel_hotelid: 'gb197'
};
hotel_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • property Used on pages that show details of a hotel or other property.
  • cart Used on the cart/basket/checkout page.
  • purchase Used on the page shown once a user has purchased (and so converted), for example a "Thank You" or confirmation page.
  • cancel Used on pages where a user has canceled their booking.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  hotel_pagetype: 'property'
};
hotel_checkindateThe date when the booking is to begin from. Note that this should be in the YYYY-MM-DD format.

Example usage:
var google_tag_params = { 
  hotel_checkindate: '2014-04-20'
};
hotel_checkoutdateThe date when the booking is to end. Note that this should be in the YYYY-MM-DD format.

Example usage:
var google_tag_params = { 
  hotel_checkoutdate: '2014-04-21'
};
hotel_totalvalueThis parameter should be used on the cart and purchase page types and should contain the total sum of the values of all properties in the user's cart. It should not include any currency symbols.

Example usage for a booking that totaled $150:
var google_tag_params = { 
  hotel_pagetpe: 'purchase',
  hotel_hotelid: 'gb197',
  hotel_totalvalue: 150
};

Education Sites

These parameters are intended for websites that are selling training courses online, for example colleges or life-long learning providers using a suitable feed. If you need help with setting up your education feed please contact your Google account representative who will be able to help.

ParameterDescription
edu_pidRequired. This parameter is the ID of the program that the user is currently viewing on either the program or lead page types. This ID must match a value in the "Education Program" in your feed and can be numeric or alphanumeric.

Example usage:
var google_tag_params = { 
  edu_pid: 'cs101'
};
edu_plocidThis parameter is the ID for the location of the program that the user is currently viewing on either the program or lead page types. This ID must match a value in the "Location ID" in your feed and can be numeric or alphanumeric.

Example usage:
var google_tag_params = { 
  edu_plocid: 'london_campus'
};
edu_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • program Used on pages that show details of an individual course or program.
  • lead Used on lead-generation pages, for example a page where users can express interest or request more information.
  • complete Used on the page shown once a user has purchased (and so converted), for example a "Thank You" or confirmation page.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  edu_pagetype: 'program'
};
All of these parameters can be brought together as required, as well as being mixed and matched with any other custom parameters that your business feels would be useful.

Below is an example of what a complete tag could look like for a page for a single program:
var google_tag_params = { 
  edu_pagetype: 'program',
  edu_pid: 'cs101',
  edu_plocid: 'london_campus'
};

Flights Sites

These parameters are intended for travel websites that are selling flights using a suitable feed. If you need help with setting up your flight feed please contact your Google account representative who will be able to help.

ParameterDescription
flight_originidThis parameter is the origin of the flight itinerary being viewed on searchresults, cart and purchase page types. This ID must match a value in your feed and can be numeric or alphanumeric - we recommend though that you use three-letter airport codes.

Example usage:
var google_tag_params = { 
  flight_originid: 'LHR'
};
flight_destidRequired. This parameter is the destination of the flight itinerary being viewed on searchresults, cart and purchase page types. This ID must match a value in your feed and can be numeric or alphanumeric - we recommend though that you use three-letter airport codes.

Example usage:
var google_tag_params = { 
  flight_destid: 'LGA'
};
flight_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • offerdetail Used on pages that show details of flight.
  • cart Used on the cart/basket/checkout page.
  • purchase Used on the page shown once a user has purchased (and so converted), for example a "Thank You" or confirmation page.
  • cancel Used on pages where a user has canceled their booking.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  flight_pagetype: 'cart'
};
flight_totalvalueThis parameter should be used on the cart and purchase page type and should contain the total value of the flight itinerary. It should not include any currency symbols.

Example usage for a booking that totaled $150:
var google_tag_params = { 
  flight_totalvalue: 150
};
flight_startdateThe date when the flight itinerary starts. Note that this should be in the YYYY-MM-DD format.

Example usage:
var google_tag_params = { 
  flight_startdate: '2014-04-20'
};
flight_enddateThe date when the flight itinerary ends. Note that this should be in the YYYY-MM-DD format.

Example usage:
var google_tag_params = { 
  flight_enddate: '2014-04-21'
};
All of these parameters can be brought together as required, as well as being mixed and matched with any other custom parameters that your business feels would be useful.

Below is an example of what a complete tag could look like for a cart page for a London (LHR) to New York (LGA) flight itinerary:
var google_tag_params = { 
  flight_originid: 'LHR',
  flight_destid: 'LGA',
  flight_startdate: '2014-04-20',
  flight_enddate: '2014-04-21',
  flight_pagetype: 'cart',
  flight_totalvalue: 679.34
};

Hotel and Rentals Sites

These parameters are intended for travel websites that are selling hotel & rentals using feeds configured in AdWords Business Data Shared Library. If your hotel feed is not configured in AdWords Business Data Shared Library then you may be using a Hotel Price Ad feed and should use the parameters described in the Hotel Sites (using Hotel Price Ad feeds) section.

ParameterDescription
hrental_idRequired. This parameter is the ID of the hotel or rental property that the user is currently viewing on the property page type. This ID must match a value in the "hrental_id" in your feed and can be numeric or alphanumeric.

Example usage:
var google_tag_params = { 
  hrental_id: 'h213146'
};
hrental_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • offerdetail Used on pages that show details of a hotel or other property.
  • conversionintent Used on the cart/basket/checkout page.
  • conversion Used on the page shown once a user has purchased (and so converted), for example a "Thank You" or confirmation page.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  hrental_pagetype: 'offerdetail'
};
hrental_startdateThe date when the booking is to begin from. Note that this should be in the YYYY-MM-DD format.

Example usage:
var google_tag_params = { 
  hrental_startdate: '2014-04-20'
};
hrental_enddateThe date when the booking is to end. Note that this should be in the YYYY-MM-DD format.

Example usage:
var google_tag_params = { 
  hrental_enddate: '2014-04-21'
};
hrental_totalvalueThis parameter should be used on the conversionintent and conversion page types and should contain the total sum of the values of all properties in the user's cart. It should not include any currency symbols.

Example usage for a booking that totaled $650:
var google_tag_params = { 
  hrental_pagetpe: 'conversion',
  hrental_id: 'h213146',
  hrental_totalvalue: 650
};

Jobs Sites

These parameters are intended for websites advertising jobs that are using a suitable feed.

ParameterDescription
job_idRequired. This required parameter is the ID of the job opening being viewed on searchresults, offerdetail, conversionintent and conversion page types. This ID must match a value in your feed and can be numeric or alphanumeric. Example usage where there is a single job ID (e.g. on offerdetail pages):
var google_tag_params = { 
  job_id: 'GOOGUK2341'
};
Example usage where multiple job IDs need top be provided (e.g. on searchresults pages):
var google_tag_params = { 
  job_id: ['GOOGUK2341', 'GOOGUK12331', 'GOOGUK-L12']
};
job_locidThis parameter represents a location ID or name and is used as a secondary matching key in your feed allowing for multiple job_ids of the same value, but using separate location IDs and should be present on searchresults, offerdetail, conversionintent and conversion page types. Example usage:
var google_tag_params = { 
  job_locid: 'UK-LON'
};
job_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • offerdetail Used on pages that show details of a single job opening.
  • conversionintent Used on the cart/basket/checkout page.
  • conversion Used on the page shown once a user has converted, for example for job listings this might be the user applying for a position.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  job_pagetype: 'searchresults'
};
job_totalvalueThis parameter should be used on the conversionintent and conversion page types and should contain the total value of the job listings that the user has selected. It should not include any currency symbols.

Example usage for a job listing that had a value of $50:
var google_tag_params = { 
  job_totalvalue: 50
};
All of these parameters can be brought together as required, as well as being mixed and matched with any other custom parameters that your business feels would be useful. Please note that you must not use any personally identifiable information (such as personal details about job seekers) when using custom parameters.

Below is an example of what a complete tag could look like for a single job listing:
var google_tag_params = { 
  job_id: 'GOOGUK2341',
  job_locid: 'UK-LON'
  job_pagetype: 'offerdetail'
};

Local Deals Sites

These parameters are intended for websites offering local deals that are using a suitable feed.

ParameterDescription
local_idRequired. This required parameter is the ID of the offer or deal being viewed on searchresults, offerdetail, conversionintent and conversion page types. This ID must match a value in your feed and can be numeric or alphanumeric. Example usage:
var google_tag_params = { 
  local_id: 'SPA6231'
};
local_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • offerdetail Used on pages that show details of an offer.
  • conversionintent Used on the cart/basket/checkout page.
  • conversion Used on the page shown once a user has purchased (and so converted), for example a "Thank You" or confirmation page.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  local_pagetype: 'conversionintent'
};
local_totalvalueThis parameter should be used on the conversionintent and conversion page types and should contain the total value of the offer or offers that the user has purchased. It should not include any currency symbols.

Example usage for an offer that was purchased for $50
var google_tag_params = { 
  local_totalvalue: 50
};
All of these parameters can be brought together as required, as well as being mixed and matched with any other custom parameters that your business feels would be useful.

Below is an example of what a complete tag could look like for an offer listed for $50 with a property ID of 'SPA6231':
var google_tag_params = { 
  local_id: 'SPA6231',
  local_pagetype: 'offerdetail'
};

Real Estate Sites

These parameters are intended for real estate websites that are using a suitable feed.

ParameterDescription
listing_idRequired. This required parameter is the ID of the property being viewed on searchresults, offerdetail, conversionintent and conversion page types. This ID must match a value in your feed and can be numeric or alphanumeric. Example usage:
var google_tag_params = { 
  listing_id: 'NYBRKLN123A'
};
listing_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • offerdetail Used on pages that show details of a property.
  • conversionintent Used on the cart/basket/checkout page.
  • conversion Used on the page shown once a user has converted, for example for real estate this might be to book a viewing.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  listing_pagetype: 'conversionintent'
};
listing_totalvalueThis parameter should be used on the conversionintent and conversion page types and should contain the total value of the property. It should not include any currency symbols.

Example usage for a property that is listed for $1,000,000.00:
var google_tag_params = { 
  listing_totalvalue: 1000000
};
All of these parameters can be brought together as required, as well as being mixed and matched with any other custom parameters that your business feels would be useful.

Below is an example of what a complete tag could look like for a property listed for $1,000,000.00 with a property ID of 'NYBRKLN123A':
var google_tag_params = { 
  listing_id: 'NYBRKLN123A',
  listing_pagetype: 'offerdetail',
  listing_totalvalue: 1000000
};

Travel Sites

These parameters are intended for travel websites that are using a suitable feed.

ParameterDescription
travel_destidRequired. This parameter is the ID of the travel destination being viewed on searchresults, conversionintent and conversion page types. This ID must match a value in your feed and can be numeric or alphanumeric. Example usage:
var google_tag_params = { 
  travel_destid: 'LON123A'
};
travel_originidThis optional parameter is the ID of the travel origin location being viewed on searchresults, conversionintent and conversion page types. This parameter can be numeric or alphanumeric and, and the combination of travel_destid and travel_originid should be unique across all feeds in your account.

This value is used as a secondary matching key in your feed and does not need to represent anything, but we recommend that you use three-letter airport codes or two-letter country codes. Example usage:
var google_tag_params = { 
  travel_oridingid: 'LGW'
};
travel_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • offerdetail Used on pages that show details of travel offer.
  • conversionintent Used on the cart/basket/checkout page.
  • conversion Used on the page shown once a user has purchased (and so converted), for example a "Thank You" or confirmation page.
  • cancel Used on pages where a user has canceled their booking.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  travel_pagetype: 'conversionintent'
};
travel_startdateThe date when the travel itinerary starts. Note that this should be in the YYYY-MM-DD format.

Example usage:
var google_tag_params = { 
  travel_startdate: '2014-04-20'
};
travel_enddateThe date when the travel itinerary ends. Note that this should be in the YYYY-MM-DD format.

Example usage:
var google_tag_params = { 
  travel_enddate: '2014-04-21'
};
travel_totalvalueThis parameter should be used on the conversionintent and conversion page types and should contain the total value of the travel itinerary. It should not include any currency symbols.

Example usage for a booking that totaled $549.99:
var google_tag_params = { 
  travel_totalvalue: 549.99
};
All of these parameters can be brought together as required, as well as being mixed and matched with any other custom parameters that your business feels would be useful.

Below is an example of what a complete tag could look like for a cart page for a travel itinerary leaving from New York, staying in a property in your feed with the ID LON123A
var google_tag_params = { 
  travel_originid: 'LGA',
  travel_destid: 'LON123A',
  travel_startdate: '2014-04-20',
  travel_enddate: '2014-04-21',
  travel_pagetype: 'conversionintent',
  travel_totalvalue: 549.99
};

Other Sites

These parameters are intended for websites that do not fit into one of the other vertical-specific areas on this page, but still want to provide information for dynamic remarketing. These sites can use a custom feed template that provides a general purpose feed.

ParameterDescription
dynx_itemidRequired. This parameter is the ID of the product being viewed on searchresults, offerdetail, conversionintent and conversion page types. This ID must match a value in your feed and can be numeric or alphanumeric. Example usage:
var google_tag_params = { 
  dynx_itemid: 'CORS9'
};
dynx_itemid2This optional parameter is the secondary ID of the product being viewed on searchresults, offerdetail, conversionintent and conversion page types. This ID must match a value in your feed and can be numeric or alphanumeric.

This value is used as a secondary matching key in your feed, and the combination of dynx_itemid and dynx_itemid2 should be unique across all feeds in your account. Example usage:
var google_tag_params = { 
  dynx_itemid2: '28'
};
dynx_pagetypeIndicates the type of page that the tag is on. Valid values:
  • home Used on the home page or landing page of your site.
  • searchresults Used on pages where the results of a user's search are displayed.
  • offerdetail Used on pages that show details of a particular product.
  • conversionintent Used on the cart/basket/checkout page.
  • conversion Used on the page shown once a user has purchased (and so converted), for example a "Thank You" or confirmation page.
  • cancel Used on pages where a user has canceled their booking.
  • other Used where the page does not fit into the other types of page, for example a "Contact Us" or "About Us" page.
Example usage:
var google_tag_params = { 
  dynx_pagetype: 'conversionintent'
};
dynx_totalvalueThis parameter should be used on the conversionintent page type and should contain the total value of the products that the user has purchased. It should not include any currency symbols.

Example usage for a product that was purchased for $30
var google_tag_params = { 
  dynx_totalvalue: 30
};
All of these parameters can be brought together as required, as well as being mixed and matched with any other custom parameters that your business feels would be useful.

Below is an example of what a complete tag could look like for a cart page where the user has purchases two products:
var google_tag_params = { 
  dynx_itemid: ['CORS9', 'XSS7'],
  dynx_pagetype: 'conversionintent',
  dynx_totalvalue: 78.98  
};