Use custom parameters for your business type

Custom parameters are used to collect specific data about what your website visitors are interested in.  This article explains which custom parameters to use for each business type, and includes examples.

Before you begin

Custom parameters are used in Dynamic remarketing, to learn how Dynamic remarketing works, read the Dynamic remarketing setup guide. To use Dynamic remarketing, you'll need to add the required custom parameters for your business type to your remarketing tag. Use the table below to find the custom parameters you need based on your business type.

How it works

Custom parameters are elements in your remarketing tag code that allow your tag to send information about specific items or selections on your website to your AdWords account. Custom parameters are directly related to business data feeds, where you'll add the values that correspond the information the tag collects. To learn about feeds, read how to set up a Dynamic remarketing feed.

Example

Say you run a flight finder website, and you'd like to use Dynamic remarketing to show ads to people who have previously looked for flights on your site. You'd select the "Flights" vertical below, to find the required custom parameters to include in your remarketing tag. To collect the destinations of flights that someone viewed, you would use "flight_destid". When you add this value to your remarketing tag, it will sync with your feed to show people what they saw on your website in your ads.

To use Dynamic remarketing, you'll need to use the custom parameters marked as "Required" in the table below. 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 The program ID parameter allows your dynamic ads to show people the exact course or program they viewed on your website.
edu_plocid
matches the feed attribute Location ID
NYC The location ID parameter allows your dynamic ads to show people the exact course or program they viewed on your website.
edu_pagetype* home, searchresults, program, lead, complete, other

The  page type parameter collects which pages people visited on your website.

To use automatically created lists, this value must be in English, even if your site is in a different language.

edu_totalvalue** 1000.00 The total value parameter collects the value of the program. On conversion pages with multiple courses and programs, the total value is the sum of all items someone has selected.

*Required
**Recommended

Flights
Custom parameter Sample values Definition
flight_destid*
matches the feed attribute Destination ID
PAR The destination ID parameter allows your dynamic ads to show people the exact flight destinations they viewed on your website.
flight_originid
matches the feed attribute Origin ID
LON

The origin ID parameter  allows your dynamic ads to show people the exact flight origin they viewed on your website.

This parameter isn't required. However, if this parameter is present in your feed, this parameter must be firing within your remarketing tag in order to match this flight to your feed. If this parameter is present in your feed, but not firing in your remarketing tag, we won't be able to match this flight to your feed.

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.

The page type parameter collects which pages people visited on your website.

To use automatically created lists, this value must be in English, even if your site is in a different language.

flight_startdate** 2014-08-01 The flight start date parameter collects the start date of the flight. Must have YYYY-MM-DD format. Flights with start dates in the past won't be shown in your dynamic ads. 
flight_enddate 2014-08-08 The flight end date parameter collects the end date of the flight. Must have YYYY-MM-DD format.
flight_totalvalue** 100.00 The total value parameter collects the value of the flight. On cart pages with multiple flights, total value is the sum of all items someone has selected.

*Required
**Recommended

Hotels and rentals
Custom parameter Sample values Definition
hrental_id*
matches the feed attribute Property ID
52639, 52639-NYC The hotel or rental ID parameter allows your dynamic ads to show people the exact hotel or rental they viewed on your website.
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.

The page type parameter collects which pages people visited on your website.

To use automatically created lists, this value must be in English, even if your site is in a different language.
 

hrental_startdate 2014-08-01 The start date parameter collects the start date of the hotel or rental. Must have YYYY-MM-DD format. Hotels and rentals with start dates in the past won't appear in your ads. 
hrental_enddate 2014-08-08 The end date parameter collects the end date of the hotel or rental. Must have YYYY-MM-DD format.
hrental_totalvalue** 100.00 The total value is the value of the hotel or rental. On conversion pages with multiple rentals, total value is the sum of all items someone has selected.

*Required
**Recommended

Jobs
Custom parameter Sample values Definition
job_id*
matches the feed attribute Job ID
1255 The job ID parameter allows your dynamic ads to show people the exact job they viewed on your website.
job_locid
matches the feed attribute Location ID
NYC The location ID parameter allows your dynamic ads to show people the exact job location they viewed on your website.
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.

The page type parameter collects which pages people visited on your website.

To use automatically created lists, this value must be in English, even if your site is in a different language.

job_totalvalue** 100000.00 The total value parameter is the value of the job. On conversion pages with multiple jobs, total value is the sum of all items someone has selected.

*Required
**Recommended

Local deals
Custom parameter Sample values Definition
local_id*
matches the feed attribute Deal ID
1234 The deal ID parameter allows your dynamic ads to show people the exact local deal they viewed on your webpage.
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.

The page type parameter collects which pages people visited on your website.

To use automatically created lists, this value must be in English, even if your site is in a different language.

local_totalvalue** 100.00 The deal total value parameter is the value of the local deal. On conversion pages with multiple deals, total value is the sum of all items someone has selected.

*Required
**Recommended

Real estate
Custom parameter Sample values Definition
listing_id*
matches the feed attribute Listing ID
mtv_12345 The listing ID parameter allows your dynamic ads to show people the exact listing they viewed on your webpage.
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.

The page type parameter collects which pages people visited on your website.

To use automatically created lists, this value must be in English, even if your site is in a different language.

listing_totalvalue 600000.00 The total value parameter is the value of the real estate listing. On conversion pages with multiple listings, total value is the sum of all items someone has selected.

*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 The product ID parameter allows your dynamic ads to show people the exact product they viewed on your website.
ecomm_pagetype** home, searchresults, category, product, cart, purchase, other

The page type parameter collects which pages people visited on your website.

To use automatically created lists, this value must be in English, even if your site is in a different language.
 

ecomm_totalvalue** 49.99 The total product value parameter is the value of the product. On cart pages with multiple products, total product value is the sum of all items someone has selected.

*Required
**Recommended

Travel
Custom parameter Sample values Definition
travel_destid*
matches the feed attribute Destination ID
PAR The travel destination ID parameter allows your dynamic ads to show people the exact travel option they viewed on your website.
travel_originid
matches the feed attribute Origin ID
LON

The travel origin ID parameter allows your dynamic ads to show people the exact travel origin location they viewed on your website.

This parameter isn't required. However, if this parameter is present in your feed, this parameter must be firing within your remarketing tag in order to match this listing to your feed. If this parameter is present in your feed, but not firing in your remarketing tag, we won't be able to match this listing to your feed.

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.

The page type parameter collects which pages people visited on your website.

To use automatically created lists, this value must be in English, even if your site is in a different language.

travel_startdate 2014-08-01 The travel start date parameter collects the start date of the trip. Must have YYYY-MM-DD format. Travel options with start dates in the past won't appear in your dynamic ads.
travel_enddate 2014-08-08 The travel end date parameter collects the end date of the trip. Must have YYYY-MM-DD format. 
travel_totalvalue** 100.00 The total travel value parameter collects the value of the travel option. On conversion pages with multiple travel options, total value is the sum of all items someone has selected.

*Required
**Recommended

Custom (Other)
Custom parameter Sample values Definition
dynx_itemid*
matches the feed attribute ID
Sedan, 72103 The item ID parameter allows your dynamic ads to show people the exact item they viewed on your website.
dynx_itemid2
matches the feed attribute ID2
Red

The optional 2nd item ID parameter allows your dynamic ads to show people a second item that they viewed on your website. 

This parameter isn't required. However, if this parameter is present in your feed, this parameter must be firing within your remarketing tag in order to match this item to your feed. If this parameter is present in your feed, but not firing in your remarketing tag, we won't be able to match this item to your feed.
 

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.

The page type parameter collects which pages people visited on your website.

To use automatically created list, this value must be in English, even if your site is in a different language.

dynx_totalvalue** 20000.00 The total value parameter collects the value of the item. On conversion pages with multiple items, total value is the sum of all items someone has selected.

*Required
**Recommended

 
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