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Tag your site for dynamic remarketing

To show dynamic ads to people who have visited your site, add the dynamic remarketing tag with custom parameters to your website. The dynamic remarketing tag collects data, such as the IDs of the products or services that people viewed on your website, the types of pages viewed (such as shopping cart pages), and the total value of items. The AdWords system can use this data to remind people to take action.

This article is part of the dynamic remarketing set-up guide. It contains detailed instructions to tag your website for dynamic remarketing. It also contains custom parameters for specific business types, and tips for identifying common formatting errors. Finally, it gives you alternative ways for tagging your site.

Before you begin

Keep in mind that a remarketing list needs a minimum number of visitors in order for your dynamic ads to show, which means your website needs a minimum number of visitors.

If you're not familiar with your website's code, consider working with a web developer or someone with a technical background. You can also review common issues with code formatting. 

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, you need to follow the Policy for advertising based on interests and location.

Instructions

  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, you’ll see several remarketing options. Under "Website visitors," select the “dynamic remarketing” option, then select your business type. If you select “retail,” follow the cues to link your Merchant Center and AdWords Accounts. 
  5. Click Tag details.
  6. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
  7. Insert your custom tag to all your webpages, right before the closing </body> tag. If your website uses a common file for a footer, you can place the code snippet there rather than on every page of your website. If you use Google Analytics, you can use the Google Analytics tracking code that’s already on your site instead of using the AdWords remarketing tag. 
  8. Save and publish your pages.
  9. 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). Alternatively, you can check back in about a week to monitor your progress.
  10. After you've tagged your website, you can then create remarketing lists for each of your webpages. If you can't add the tag to your entire website, you can still add it to specific sections of your website and then create lists for each of those sections. 

Example Coding

Here’s an example of a retailer's tag where the custom parameters are green, the remarketing tag is blue, and dynamic unique values are highlighted yellow. Do not translate any of the custom parameter or values names, they should be used in English For example, use cart and not carrinho for Brazilian Portuguese.

The code should use JavaScript Literal Object Notation, a format for transmitting structured data over a network connection. If you already have a standard remarketing tag and want to start using dynamic remarketing, you can make a few changes to your existing tag. These changes let you send additional information to AdWords through your tag.

The example below, shows the parameters for Retail. You'll need to customize the parameter names (such as ecomm_prodid) for your vertical. You can find the right parameters for your verticals below.

<script type="text/javascript">
var google_tag_params = {
ecomm_prodid: "REPLACE_WITH_STRING_VALUE",
ecomm_pagetype: "REPLACE_WITH_STRING_VALUE",
ecomm_totalvalue: REPLACE_WITH_STRING_VALUE
};
</script>

<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = xxxxxxxx;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/xxxxxxxx/?value=0&guid=ON&script=0"/>
</div>
</noscript>

Custom parameters for your business type

Custom parameters are the only way to dynamically send values to your AdWords account based on information on the page, such as product ID. Custom parameters can have multiple values. For example the custom parameter "flight_destid" might have multiple values like "PAR, "NYC," and "SFO." For dynamic remarketing, you'll need to use the required custom parameters at minimum. To see a list of predefined custom parameters, choose your business type below or visit the Google developers site.

Education
Custom parameter Sample values Definition
edu_pid*
matches the feed attribute Program ID
1255, 1255-A01 ID allows the dynamic ad to show people the exact course or program they viewed.
edu_plocid
matches the feed attribute Location ID
NYC Location ID allows the dynamic ad to show people the exact course or program they viewed.
edu_pagetype* home, searchresults, program, lead, complete, other Page type indicates which pages people visited. Must be all of the following to use automatically created lists:
  • One of the values listed in the middle column.
  • In English, even if your site is in a different language.
edu_totalvalue** 1000.00 Total value is the value of the program. On "complete" pages with multiple courses and programs, total value is the sum of all items.

*Required
**Recommended

Flights
Custom parameter Sample values Definition
flight_destid*
matches the feed attribute Destination ID
PAR Destination ID allows the dynamic ad to show people the exact they viewed.
flight_originid
matches the feed attribute Origin ID
LON Origin ID allows the dynamic ad to show people the exact origin they viewed.
flight_pagetype** home, searchresults, offerdetail, cart, purchase

Note: "offerdetail" is a page with more in-depth information about the offer, compared to a "searchresults" page.
Page type indicates which pages people visited. Must be all of the following to use automatically created lists:
  • One of the values listed in the middle column.
  • In English, even if your site is in a different language.
flight_startdate** 2014-08-01 Start date of the flight. Must have YYYY-MM-DD format. Flights paired with start dates that have passed will be excluded when the ad is shown.
flight_enddate 2014-08-08 End date of the flight. Must have YYYY-MM-DD format.
flight_totalvalue** 100.00 Total value is the value of the flight. On "cart" pages with multiple flights, total value is the sum of all items.

*Required
**Recommended

Hotels and rentals
Custom parameter Sample values Definition
hrental_id*
matches the feed attribute Property ID
52639, 52639-NYC ID allows the dynamic ad to show people the exact hotel or rental they viewed.
hrental_pagetype** home, searchresults, offerdetail, conversionintent, conversion, other

Note: "offerdetail" is a page with more in-depth information about the offer, compared to a "searchresults" page. "conversionintent" is a page just before the conversion page.
Page type indicates which pages people visited. Must be all of the following to use automatically created lists:
  • One of the values listed in the middle column.
  • In English, even if your site is in a different language.
hrental_startdate 2014-08-01 Start date of the rental. Must have YYYY-MM-DD format. Hotels and rentals paired with start dates that have already passed will be excluded.
hrental_enddate 2014-08-08 End date of the rental. Must have YYYY-MM-DD format.
hrental_totalvalue** 100.00 Total value is the value of the hotel or rental. On "conversion" pages with multiple rentals, total value is the sum of all items.

*Required
**Recommended

Jobs
Custom parameter Sample values Definition
job_id*
matches the feed attribute Job ID
1255 ID allows the dynamic ad to show people the exact job they viewed.
job_locid
matches the feed attribute Location ID
NYC Location ID allows the dynamic ad to show people the exact job they viewed.
job_pagetype** home, searchresults, offerdetail, conversionintent, conversion, other

Note: "offerdetail" is a page with more in-depth information about the offer, compared to a "searchresults" page. "conversionintent" is a page just before the conversion page.
Page type indicates which pages people visited. Must be all of the following to use automatically created lists:
  • One of the values listed in the middle column.
  • In English, even if your site is in a different language.
job_totalvalue** 100000.00 Total value is the value of the job. On "conversion" pages with multiple jobs, total value is the sum of all items.

*Required
**Recommended

Local deals
Custom parameter Sample values Definition
local_id*
matches the feed attribute Deal ID
1234 ID allows the dynamic ad to show people the exact local deal they viewed.
local_pagetype** home, searchresults, offerdetail, conversionintent, conversion

Note: "offerdetail" is a page with more in-depth information about the offer, compared to a "searchresults" page. "conversionintent" is a page just before the conversion page.
Page type indicates which pages people visited. Must be all of the following to use automatically created lists:
  • One of the values listed in the middle column.
  • In English, even if your site is in a different language.
local_totalvalue** 100.00 Total value is the value of the local deal. On "conversion" pages with multiple deals, total value is the sum of all items.

*Required
**Recommended

Real estate
Custom parameter Sample values Definition
listing_id*
matches the feed attribute Listing ID
mtv_12345 ID allows the dynamic ad to show people the exact listing they viewed.
listing_pagetype** home, searchresults, offerdetail, conversionintent, conversion, other

Note: "offerdetail" is a page with more in-depth information about the offer, compared to a "searchresults" page. "conversionintent" is a page just before the conversion page.
Page type indicates which pages people visited. Must be all of the following to use automatically created lists:
  • One of the values listed in the middle column.
  • In English, even if your site is in a different language.
listing_totalvalue 600000.00 Total value is the value of the listing. On "conversion" pages with multiple listings, total value is the sum of all items.

*Required
**Recommended

Retail

You’ll need a Google Merchant Center account to use dynamic remarketing for your retail business.

Custom parameter Sample values Definition
ecomm_prodid*
matches the feed attributes id, item_group_id, or display_ads_id
1234 ID allows the dynamic ad to show people the exact product they viewed.
ecomm_pagetype** home, searchresults, category, product, cart, purchase, other Page type indicates which pages people visited. Must be all of the following to use automatically created lists:
  • One of the values listed in the middle column.
  • In English, even if your site is in a different language.
ecomm_totalvalue** 49.99 Total value is the value of the product. On "cart" pages with multiple products, total value is the sum of all items.

*Required
**Recommended

Travel
Custom parameter Sample values Definition
travel_destid*
matches the feed attribute Destination ID
PAR ID allows the dynamic ad to show people the exact travel option they viewed.
travel_originid
matches the feed attribute Origin ID
LON ID allows the dynamic ad to show people the exact travel option they viewed.
travel_pagetype** home, searchresults, offerdetail, conversionintent, conversion, other

Note: "offerdetail" is a page with more in-depth information about the offer, compared to a "searchresults" page. "conversionintent" is a page just before the conversion page.
Page type indicates which pages people visited. Must be all of the following to use automatically created lists:
  • One of the values listed in the middle column.
  • In English, even if your site is in a different language.
travel_startdate 2014-08-01 Start date of the trip. Must have YYYY-MM-DD format. Travel options paired with start dates that have already passed will be excluded.
travel_enddate 2014-08-08 End date of the trip. Must have YYYY-MM-DD format.
travel_totalvalue** 100.00 Total value is the value of the travel option. On "conversion" pages with multiple travel options, total value is the sum of all items.

*Required
**Recommended

Custom
Custom parameter Sample values Definition
dynx_itemid*
matches the feed attribute ID
Sedan, 72103 ID allows the dynamic ad to show people the exact item they viewed.
dynx_itemid2
matches the feed attribute ID2
Red Optional second ID allows the dynamic ad to show people the exact item they viewed.
dynx_pagetype** home, searchresults, offerdetail, conversionintent, conversion, other

Note: "offerdetail" is a page with more in-depth information about the offer, compared to a "searchresults" page. "conversionintent" is a page just before the conversion page.
Page type indicates which pages people visited. Must be all of the following to use automatically created lists:
  • One of the values listed in the middle column.
  • In English, even if your site is in a different language.
dynx_totalvalue** 20000.00 Total value is the value of the item. On "conversion" pages with multiple items, total value is the sum of all items.

*Required
**Recommended

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