Tag your site for remarketing

To show ads to people who have visited your desktop or mobile website, add the remarketing tag to your website. The tag is a short snippet of code that adds your website visitors to remarketing lists; you can then target these lists with your ads. If your website has a Google Analytics tag, you can use this tag instead and skip adding the AdWords remarketing tag.

This article contains instructions for the most common way to tag your website, along with other tag implementations for websites.

Before you start

If you're not familiar with your website's code, consider working with a web developer or someone with a technical background. Bear in mind that a remarketing list needs a minimum number of visitors in order for your ads to show, which means that your website needs a minimum number of visitors.

Remarketing to people based on their sensitive information is not allowed. Your remarketing tag shouldn't be associated with any personally identifiable or sensitive information. If you're setting up a remarketing campaign and placing the remarketing tag on your website, then you need to follow the Policy for advertising based on interests and location.


How to add the remarketing tag to your site
  1. Sign in to AdWords.
  2. Click Shared library.
  3. Under "Audiences", click View.
  4. If you’re setting up remarketing for the first time, then you’ll see several remarketing options. Under "Website visitors", click "Set up remarketing" and complete the setup process. If you've already set up remarketing, then locate the "Remarketing tag" box in the top right.
  5. Click Tag details.
  6. Click Setup.
  7. Click View AdWords tag for websites.
  8. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
  9. Place the code at the bottom of all pages on your website, before the closing </body> tag. If your website uses a common file for a footer, then you can place the code snippet there rather than on every page of your website.
  10. Save and publish your pages.
  11. Check that you've implemented the tag correctly with Google Tag Assistant, a Chrome extension that verifies Google code snippets and helps you solve errors (available in English only).

After you've tagged your website, you can then create remarketing lists for your web pages. If you can't add the tag to your entire website, then you can still add it to specific sections of your website and then create lists for each of those sections.

Other website tag implementations

Upgrading older tags

In the past, AdWords created unique tags for each remarketing list that you made and you would place these tags on specific pages. Now, you can place one tag on your website and then create multiple remarketing lists with various rules.

If you have the older, page-specific version of the remarketing tag, consider upgrading to the latest website-wide remarketing tag available in your "Shared library".

Quick upgrade: Add the latest tag

Place the latest website-wide remarketing tag on your website. If you're still using lists based on the older page-specific tags, then you can leave the page-specific tags in place. However, removing the older tags after adding the latest tag may help your webpages to load faster.

Complete upgrade: Add the latest tag and remove the older tags

If you're not using lists based on the older page-specific tags, then simply remove the page-specific tags when you add the new website-wide tag. If you are using lists based on page-specific tags, then you'll need to re-create those lists in AdWords and add them to your existing campaigns.

Follow these steps to avoid disrupting your live campaigns:

  1. Create new remarketing lists based on your website URLs.
  2. Add your new lists to your campaigns and keep your original lists. Campaigns can then target the new lists and the original lists.
  3. After the membership duration for the original lists has elapsed, your new lists will be fully populated and your original lists will be empty.
  4. Remove the original lists from your campaigns.
  5. Close the original lists.
Upgrading tag for dynamic remarketing

If your website is already tagged for remarketing and you want to upgrade to dynamic remarketing, you'll need to add custom parameters to your tag. For detailed instructions, see Add the dynamic remarketing tag to your website.

Using the Google Analytics tag

To use your Google Analytics tag instead of the AdWords remarketing tag, you’ll need to have the following:

  • Google Analytics tag on your website
  • Linked AdWords and Google Analytics accounts (when linking your accounts, you'll need administrative access to the AdWords account and edit access to the Google Analytics account)
  • Remarketing and advertising features enabled in Google Analytics

For detailed instructions, see Enable remarketing and advertising reporting features in Google Analytics.

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