Remarketing tag validations and alerts

After you’ve added the tag across your site, you can check in your AdWords account that you've implemented the tag correctly. In the same section where you can validate your tag, you can also find your tag code, in case you still need to copy and paste it on your site.

This is what you can find in the "Remarketing tag" box, in the AdWords "Shared library:"

  • Your tag code and the option to email yourself or other people activation instructions
  • Status of your tag
  • Information that can help you identify issues, fix problems, and optimize your tag setup
  • Option to email the tag validation reports to yourself or other people

How to find your remarketing tag code and check that your tag is working

Follow these steps to find and copy your remarketing tag, and see alerts related to the tag implementation:

  1. Go to the Campaigns page.
  2. Click the Shared library link in the left navigation bar. "Shared library" link
  3. Click View in the Audiences section.
  4. In the "Remarketing tag" box at the top of the page, if you already have at least one remarketing tag on your site, you'll see whether or not your tag is active. To find your tag or more information on how it's working, you can click the View tag details button.
    Remarketing tag
  5. After you click the button, you'll find two sections: Details and Setup.
    • In the Details section, you'll find information on whether your tag is active. If you're using dynamic remarketing, you'll also find alerts about the custom parameters on your tag. From this section, you can also email yourself or your webmaster the report with details about your tag.

      In the tag validation section, you'll find aggregate statistics for all the remarketing tags on your site; for the purpose of tag validation, these tags are considered a single tag.
    • In the Setup section, you can click the “View AdWords tag for websites” to find your tag and instructions on how to add it to your site. From here, you can email yourself or someone else the remarketing tag code and instructions. If you're setting up your tag before you've created a dynamic remarketing campaign, make sure you select your business type here so that your tag includes the right custom parameters.

Note: Even though older versions of the tag (for example tags that have the conversion_label variable which has been removed from newer versions of the tag) will still work with all your rule-based lists, we recommend using the newer account-level remarketing tag which is easier to set up. This newer tag is what you'll find in your Shared library. Find out more about adding the remarketing tag to your site. Keep in mind that when you add the remarketing tag to your site, you can still add custom parameters to the tag to reach your audiences.

How remarketing tag validation can help you

Use remarketing tag validation to get details on how your remarketing tag is working. Tag validation provides statistics related to your remarketing tag and, if there are any problems with your tag, it shows some common solutions that might help you. You'll find answers to these questions:

  • Is your remarketing tag active?
  • Are the custom parameters from your remarketing tag implemented correctly?
  • Is the ID parameter activated? If so, how often? Do the IDs match your feed IDs, and are those matches eligible to show in dynamic ads?
  • Which pages in your website are sending the page type parameter, and are the values provided the expected ones based on the remarketing tag implementation guide?
  • Is the value of the selected items found on the conversion intent page and the conversion page?

Identify issues with your tag

At the top of the Details section of the Remarketing tag box, you'll find the total number of visits since the tag was implemented. You'll also see the percentages of this total for the different custom parameters being sent through the tag, and an alert indicating whether each parameter is active, inactive, or there's an error. Use these statistics to identify problems with your tag implementation. Lower percentages may indicate potential issues or areas for improvement.

In the Details section, you'll find additional status checks on your tag. For each check, you'll find a specific message, recommended action, and details that will help you identify and fix any implementation problems.

Tip

During tag implementation, validate your tag using Google Tag Assistant (available in English only). This tool will catch most syntax errors, and can also validate if the ID you're using matches the ID in your feed. Download and install Tag Assistant via the Chrome web store. After you've added the tag across your site, the "Remarketing tag" section in AdWords can be helpful to check that your tag is working.

Understanding the messages in the Details section of the "Remarketing tag" box

Question: Is your remarketing tag active?

If active, you'll see the total number of visits along with the top 10 URLs that have activated the tag. You'll also be able to download a report of the top 500 URLs activating the tag.

If the tag is not active, there won't be any statistics, and you'll see this message: "We haven’t detected a tag on your website." Under the "Recommended actions" section, you'll find a link to an article with instructions on how to implement the remarketing tag.

Question: Are the custom parameters in your dynamic remarketing tag set up correctly?

If no custom parameters are found, you'll see this message: "We haven’t detected custom parameters," along with a recommended action to review the remarketing tag implementation guide. If you're not implementing dynamic remarketing, custom parameters are optional.

If custom parameters are found only in a few of your sites URLs you'll see this message: "We've detected custom parameters on very few pages," along with the recommendation to confirm that the remarketing tag has been implemented across your entire site, and to check the top 10 URLs with missing custom parameters. You can also download the top 500 URLs with missing custom parameters.

If at least one of the required custom parameters for dynamic remarketing is not found, you'll see this message: "Some custom parameters are missing," along with a recommended action to review the remarketing tag implementation guide. You'll also be able to expand and see which custom parameters are activated and how often they get activated, and which aren't.

If some problems are detected with your custom parameters, you'll see this message: "There are problems with some of your custom parameters," along with a recommended action to review the remarketing tag implementation guide. You'll also be able to expand and see which which custom parameters are activated and how often they get activated, and which aren't.

If everything is OK with your remarketing tag, you'll see this message: "Custom parameters are active," and you won't get any recommended action. You'll also be able to see the top 10 values per custom parameter and the status of each specific custom parameter.

Question: Is the ID parameter in your dynamic remarketing tag set up correctly?

If no id custom parameter is detected within the remarketing tag on your site, you'll see this message: "We didn't find the custom parameter id," along with a recommended action to review the remarketing tag implementation guide. The id custom parameter is required to enable dynamic remarketing.

You'll also be able to see the top 10 URLs without the parameter, and download the top 500 URLs missing the parameter.

If the parameter is found in only a few of your sites URLs, you'll see this message: "We found the custom parameter (your business type)_id in very few pages," along with a recommended action to add the parameter on all of your sites webpages containing product information. You'll find a link to the tag implementation guide, and a list of the top 10 URLs without the parameter. You'll also have the option to download the top 500 URLs missing the parameter.

If the id parameter is found on the site but none of the values match the feed, you'll see this message: "Custom parameter '(your business type)_id' and feed values don't match," along with a recommended action to check that the id matches your feed product or service "ids&" or the "item_group_id" of the product.

You'll also have the option to download the Tag Assistant extension for your Chrome browser to help you validate the match between the parameter and the connected feed. You'll see the top 10 products that don't match the associated feed, and will be able to download the top 500 products that don’t match the feed.

If there are only a few ids matching the product ID (or item_group_id) in the connected feed, you'll see this message: "Very few (your business type)_ids match feed values," along with two possible reasons for the low match percentage.

You'll also find the recommendation to validate matching product IDs using the Tag Assistant extension for your Chrome browser, and to review your tag implementation guide that includes a sample of 10 products from your feed and correct product or service IDs that should match on your site. You'll also be able to see the top 10 URLs without the parameter, and download the top 500 URLs missing the parameter.

If the id is found on the site and matches only a few of the product or service IDs (or item_group_id) in the connected feed, but just a few of these matches can be shown in dynamic ads, you'll see this message:"Very few products are servable," along with a brief explanation that some products in the feed might be filtered out because they're removed, have unavailable images, or because of the sensitive nature of the products.

If the id is found on the page, correctly activated, and matching a majority of product in the connected feed, you'll see this message:"Custom parameter '(your business type)_id' is active." No recommended actions will be provided, and you'll see the top 10 values sent through the custom parameter.

Question: Is the pagetype parameter in your dynamic remarketing tag set up correctly?

If no pagetype parameter is found in the remarketing tag, you'll see this message: "We didn’t find the custom parameter '(your business type)_pagetype,' along with the recommended action to check the tag implementation guide to ensure proper setup. You'll also see the top 10 URLs without the pagetype parameter, and will have the option to download the top 500 URLs missing the parameter.

If the pagetype parameter is found in only a few of your sites URLs, you'll see this message: "We found the custom parameter '(your business type)_pagetype' in very few pages," along with a recommended action to place the pagetype parameter on all of your sites webpages that contain product or service information. The tag implementation guide will be provided, as will the top 10 URLs without the parameter and the option to download the top 500 URLs missing the parameter.

If at least one of the expected pagetype parameter values isn't found in the tag (for example, home, product, cart, purchase), you'll see this message: "Some values for custom parameter '(your business type)_pagetype' are missing," along with the recommended action to review the tag implementation guide and add these four pagetype values to the site depending on the content of the page.

You'll see details of the number of page visits by pagetype, the value being passed, and a link to download the Tag Assistant extension for Chrome, to let you see what values your tag is sending.

If pagetype is found on the page, activated across the site, and passing the correct values, you'll see this message: "Custom parameter '(your business type)_pagetype' is active." There will be no recommended actions, and you'll see the top 10 values sent per the pagetype custom parameter.

Question: Is the totalvalue parameter in your dynamic remarketing tag set up correctly?

If the parameter totalvalue isn't found on all pages of the website where the pagetype parameter passes "cart" and "purchase," you'll see this message: "(your business type)_totalvalue missing on some cart pages," along with a recommended action to check that the tag was implemented correctly. The top 10 URLs for the "cart" pagetype that are missing the parameter will also be provided, along with the ability to download the top 500 cart URLs missing the parameter.

If at least one totalvalue parameter passes a non-numeric value, you'll see this message: "(your business type)_totalvalue has unexpected values," along with the recommended action to make sure the totalvalue parameter only sends in numeric values.

This is the information you'll find:

  • Details about the top 10 cart URLs with an invalid totalvalue
  • The ability to download a report of the top 500 URLs with an invalid totalvalue
  • A link to download the Tag Assistant extension for Chrome. Tag Assistant will assist you in identifying the error

If totalvalue is found on all the cart and purchase pages and sending numeric values, you'll see this message: "(your business type)_totalvalue is active." There will be no recommended actions, and you'll see the top 10 cart values, and the option to download the top 500 cart values.