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Use Google Ads remarketing to re-engage with potential customers by adding your
website and app visitors to remarketing lists. You can then target these lists
with ads. Before you get started with this tag, we recommend that you learn more
about how this feature works in the Google Ads help center.
Remarketing methods
Decide which type of remarketing suits your business needs and which
tagging method you would like to set up. There are two types of remarketing:
Standard remarketing allows you to show ads to people who have
previously visited your website or used your mobile app. This article
focuses on standard remarketing.
Dynamic remarketing allows you to take a step further in remarketing by
showing your visitors an ad with the specific product they had previously
viewed on your site. This will require you to create a data feed. To get
started with dynamic remarketing, see Dynamic Remarketing instead.
Once you have determined the type of remarketing you would like to set up, choose the
tagging method that is most suitable for your website:
Google Ads remarketing: If you’re looking to enable basic remarketing
only, the Google Ads tag is recommended. If you already run Remarketing
Lists for Search Ads on your site, you can continue to use the
same tag. You can create remarketing lists based on web page URLs or custom
parameters. This method allows you to set up remarketing by placing a
remarketing tag directly on your website.
Google Analytics remarketing: The advantage of Google Analytics
remarketing is that you can target more specific audience lists, e.g. users
in a particular region, users who completed a specific goal, etc. With
Google Analytics installations with Google Signals or
Advertising Features enabled, you most likely will not need to make any
changes to the code already implemented on your website.
Google Ads and Google Analytics remarketing methods support both the Google tag
and Google Tag Manager setups.
Standard Remarketing with Google Ads
To set up remarketing with Google Ads, create a new tag or retrieve the
conversion ID for remarketing by following these instructions:
gtag.js
For existing Google tag installations: You don't need to make any changes
to your existing installation as long as you have an ID with a prefix of "G"
or "AW".
For sites that don't yet have a Google tag: In Google Ads, set up the
Google tag and set the tag to "Collect standard data available from
this data source". Learn how
Copy the new remarketing tag and paste it between the <head></head> tags of
your website.
Tag example:
<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=TAG_ID"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config','TAG_ID');
</script>
Google Tag Manager
Get the conversion ID from Google Ads.
In Google Ads, click
Tools and Settings > Shared Library: Audience Manager
Click Audience Sources
On the "Google Ads tag" card, click Details.
Click Tag setup.
Click Use Google Tag Manager.
Copy the Conversion ID.
Create a new tag in Google Tag Manager. Select the
"Google Ads Remarketing" tag type.
Select New Tag > Tag Configuration > Google Ads Remarketing.
Enter your Google Ads Conversion ID.
Click Triggering and choose one or more triggers to specify when
the tag should fire. For example, select a trigger that fires on
all pages if you want to add a remarketing tag to every page of your
website.
Click Save to complete your tag setup.
Important: For optimal web browser compatibility, ensure that a
conversion linker is enabled.
Important: Remarketing tags do not usually require a 'conversion label’.
You will only need to use a conversion label for remarketing if you selected to
create a list with a specific tag. Do not use your conversion action’s label in
your remarketing tag.
Standard Remarketing with Google Analytics
Remarketing with Google Analytics relies on an audience definition based on the
dimensions and metrics that are available in Analytics when you enable
Advertising Features.
To set up remarketing with Google Analytics, you need the following:
A Google Analytics 4 tag on your website.
Linked Google Ads and Google Analytics accounts. When linking your accounts,
you'll need administrative access to the Google Ads account and edit access
to the Google Analytics account. Learn how to link your Ads and Analytics
accounts.
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2024-11-14 UTC."],[[["\u003cp\u003eRe-engage website and app visitors with targeted ads using Google Ads remarketing.\u003c/p\u003e\n"],["\u003cp\u003eChoose between standard remarketing for general audiences or dynamic remarketing for product-specific ads.\u003c/p\u003e\n"],["\u003cp\u003eImplement remarketing through Google Ads or Google Analytics, depending on your desired level of audience targeting.\u003c/p\u003e\n"],["\u003cp\u003eSet up remarketing by adding tags to your website either directly or using Google Tag Manager.\u003c/p\u003e\n"],["\u003cp\u003eEnsure your Google Ads and Google Analytics accounts are linked and advertising features are enabled for proper setup.\u003c/p\u003e\n"]]],["The core content explains how to implement remarketing for Google Ads. It details two methods: Google Ads and Google Analytics. Google Ads remarketing involves placing a tag on your website, using either the Google tag or Google Tag Manager. Google Analytics remarketing requires a GA4 tag, linked accounts, and enabled advertising features. Both methods allow you to create and target audience lists based on website or app visits. Dynamic and Standard remarketing are mentioned. Dynamic remarketing allows product-specific ad retargeting.\n"],null,["Use Google Ads remarketing to re-engage with potential customers by adding your\nwebsite and app visitors to remarketing lists. You can then target these lists\nwith ads. Before you get started with this tag, we recommend that you learn more\nabout how this feature works in the [Google Ads help center](https://support.google.com/google-ads/answer/2453998).\n\nRemarketing methods\n\nDecide which type of remarketing suits your business needs and which\ntagging method you would like to set up. There are two types of remarketing:\n\n- **Standard remarketing** allows you to show ads to people who have previously visited your website or used your mobile app. This article focuses on standard remarketing.\n- **Dynamic remarketing** allows you to take a step further in remarketing by showing your visitors an ad with the specific product they had previously viewed on your site. This will require you to create a data feed. To get started with dynamic remarketing, see [Dynamic Remarketing](/tag-platform/devguides/dynamic-remarketing) instead.\n\nOnce you have determined the type of remarketing you would like to set up, choose the\ntagging method that is most suitable for your website:\n\n- **Google Ads remarketing:** If you're looking to enable basic remarketing only, the Google Ads tag is recommended. If you already run Remarketing Lists for Search Ads on your site, you can continue to use the same tag. You can create remarketing lists based on web page URLs or custom parameters. This method allows you to set up remarketing by placing a remarketing tag directly on your website.\n- **Google Analytics remarketing:** The advantage of Google Analytics remarketing is that you can target more specific audience lists, e.g. users in a particular region, users who completed a specific goal, etc. With Google Analytics installations with **[Google Signals](https://support.google.com/analytics/answer/7532985) or\n [Advertising Features](https://support.google.com/analytics/answer/3450482)** enabled, you most likely will not need to make any changes to the code already implemented on your website.\n\nGoogle Ads and Google Analytics remarketing methods support both the Google tag\nand Google Tag Manager setups.\n\nStandard Remarketing with Google Ads\n\nTo set up remarketing with Google Ads, create a new tag or retrieve the\nconversion ID for remarketing by following these instructions: \n\ngtag.js\n\n**For existing Google tag installations:** You don't need to make any changes\nto your existing installation as long as you have an ID with a prefix of \"G\"\nor \"AW\".\n\n**For sites that don't yet have a Google tag:** In Google Ads, set up the\nGoogle tag and set the tag to \"*Collect standard data available from\nthis data source* \". [Learn how](https://support.google.com/google-ads/answer/7540515)\n\nCopy the new remarketing tag and paste it between the `\u003chead\u003e\u003c/head\u003e` tags of\nyour website.\n\n**Tag example:** \n\n \u003c!-- Google tag (gtag.js) --\u003e\n \u003cscript async src=\"https://www.googletagmanager.com/gtag/js?id=TAG_ID\"\u003e\u003c/script\u003e\n \u003cscript\u003e\n window.dataLayer = window.dataLayer || [];\n function gtag(){dataLayer.push(arguments);}\n gtag('js', new Date());\n\n gtag('config','TAG_ID');\n \u003c/script\u003e\n\nGoogle Tag Manager\n\n- Get the conversion ID from Google Ads.\n 1. In Google Ads, click **Tools and Settings** \\\u003e **Shared Library: Audience Manager**\n 2. Click **Audience Sources**\n 3. On the \"Google Ads tag\" card, click **Details**.\n 4. Click **Tag setup**.\n 5. Click **Use Google Tag Manager**.\n 6. Copy the Conversion ID.\n- Create a new tag in Google Tag Manager. Select the \"**Google Ads Remarketing** \" tag type.\n 1. Select **New Tag** \\\u003e **Tag Configuration** \\\u003e **Google Ads Remarketing**.\n 2. Enter your Google Ads Conversion ID.\n 3. Click **Triggering** and choose one or more [triggers](https://support.google.com/tagmanager/topic/7679108) to specify when the tag should fire. For example, select a trigger that fires on *all pages* if you want to add a remarketing tag to every page of your website.\n 4. Click **Save** to complete your tag setup.\n 5. Important: For optimal web browser compatibility, ensure that a [conversion linker](https://support.google.com/tagmanager/answer/7549390) is enabled.\n 6. [Preview](https://support.google.com/tagmanager/answer/6107056) your changes, and [publish](https://support.google.com/tagmanager/answer/6107163) when ready.\n\n**Important:** Remarketing tags do not usually require a '*conversion label*'.\nYou will only need to use a conversion label for remarketing if you selected to\ncreate a list with a specific tag. Do not use your conversion action's label in\nyour remarketing tag.\n\nStandard Remarketing with Google Analytics\n\nRemarketing with Google Analytics relies on an audience definition based on the\ndimensions and metrics that are available in Analytics when you [enable\nAdvertising Features](https://support.google.com/analytics/answer/2444872).\n\nTo set up remarketing with Google Analytics, you need the following:\n\n- A Google Analytics 4 tag on your website.\n- Linked Google Ads and Google Analytics accounts. When linking your accounts, you'll need administrative access to the Google Ads account and edit access to the Google Analytics account. [Learn how to link your Ads and Analytics\n accounts](https://support.google.com/analytics/answer/1033961).\n- Enable Remarketing and Advertising Features in Google Analytics. To do this, modify your [Google Analytics property setting](https://support.google.com/analytics/answer/2444872#propsettings).\n- [Create an audience](https://support.google.com/analytics/answer/2611268#create) for remarketing in Google Analytics and [share it](https://support.google.com/google-ads/answer/6209127) with your Google Ads account.\n\nOnce the above steps are complete, follow the tagging steps below for your\nplatform: \n\ngtag.js\n\nTo enable remarketing features for installations of the Google tag, modify the\n[Google Analytics property setting](https://support.google.com/analytics/answer/2444872#propsettings). No tag changes are necessary.\n\nTag Manager\n\n1. In Tag Manager, navigate to your current Google Analytics tag.\n2. Under **More settings \\\u003e Advertising** , set **Enable Display Advertising\n Features** to `true`.\n\n[Learn more about how to add products to existing tags](https://support.google.com/google-ads/answer/2476688)"]]
Tools and Settings > Shared Library: Audience Manager