Clear search
Close search
Google apps
Main menu

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. This article is part of the dynamic remarketing set-up guide. It contains detailed instructions on how to set up your tag for dynamic remarketing.


Get customer parameters for your business type

To get the specific custom parameters needed for your tag, read how to Use custom parameters for your business type.

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.


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 show customized ads to your website visitors, and remind them about their visit to your site. Here's how to set this up: 

  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. This will add the required custom parameters to your remarketing tag code. If you select “Retail”, follow the instructions 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. 

Updating your tag

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. 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.

The example below, shows the parameters for the "Retail" business type. You'll need to use the correct custom parameter names (such as ecomm_prodid) for your business type. See all of the custom parameters by vertical

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

Advertiser cross-device linking allows you to use your own user data to help show ads to users who have visited your website or app on their various devices or browsers. Learn more About cross-device linking with user ID parameters. If you're setting up Advertiser cross-device linking, you need to comply with the Advertiser cross-device linking policy.


<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = xxxxxxxx;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
var google_user_id = 'unique user id';
/* ]]> */
<script type="text/javascript" src="//">
<div style="display:inline;">

<img height="1" width="1" style="border-style:none;" alt="" src="//;guid=ON&amp;script=0&amp;userId=<unique user id>"/>
Was this article helpful?
How can we improve it?
Tailor Your Ads with Dynamic Remarketing

Get Google's guide to Dynamic Remarketing. Learn how to create and optimize high-quality business data feeds to power remarketing. View the guide now.