Search
Clear search
Close search
Google apps
Main menu
true

Implement AdWords, Doubleclick, and Dynamic Remarketing

Traditionally, implementing AdWords or DoubleClick Floodlight tags meant adding a hard-coded pixel to every page of your website. With Google Tag Manager, you can avoid hard-coding these tags and instead set them up through the Tag Manager interface.

In this article:

AdWords Conversion Tracking

Help center article on this tag

Step 1

Create a new AdWords Tag in Google Tag Manager. Choose the tag type (in this case, “AdWords Conversion Tracking”. 

Step 2

Configure the tag. For this step, you’ll need the Conversion ID and Conversion Label from AdWords. To find the Conversion ID and Conversion Label:

  1. In your AdWords account, navigate to Tools and Analysis > Conversions. Click the Code tab.
  2. Select an action name on the left and select ‘I make changes to the code’.
  3. In the code box, the number after "var google_conversion_id =" is the Conversion ID, and the number after "var google_conversion_label =" is the Conversion Label.
Enter these codes into their respective fields.

The Conversion Value and Currency Code fields are optional and can be populated either by a hard-coded value (i.e., each conversion is worth a value of $1.00 USD) or can be populated dynamically via a user-defined variable (i.e., for capturing product or cart price during a checkout process and then assigning that price as the conversion value for the AdWords tag).

Step 3

We’ll set this tag to fire on all pages for this example, since we’d like the tag to fire regardless of where a user lands on our website).

Step 4

Create the tag, preview and debug, and publish.

DoubleClick Floodlight

Help center article on this tag

The DoubleClick Floodlight Counter tag allows you to count the number of times that users have visited a particular page after seeing or clicking one of your ads.

Similar to the AdWords tag setup, setting up a DoubleClick Floodlight Counter is also only a couple of quick steps:

Step 1

Create a new DoubleClick tag in Google Tag Manager. Choose the tag type (in this case, "DoubleClick Floodlight Counter"). 

Step 2

Configure the tag. For this step, you’ll need the Advertiser ID, Group Tag String, and Activity Tag String from the DoubleClick tag. To find these:

  1. Find the value of "src=" and enter it into Advertiser ID.
  2. Find the value of "type=" and enter it into Group Tag String.
  3. Find the value of "cat=" and enter it into Activity Tag String.

Once you have entered these values in their respective fields, you’ll need to choose a counting method. You can choose “Standard,” “Unique,” or “Per Session.” “Standard” counts every conversion, “Unique” counts a single conversion, and “Per Session” counts a unique visitor within a time or session window.

  1. Standard = Count every conversion
  2. Unique = Count the first conversion for each unique user during each 24-hour day, from midnight to midnight, Eastern Time (US).
  3. Per Session = Count one conversion per user per session. Session length is set by the site where the Floodlight tag is deployed.

Step 3

We’ll set this tag to fire on all pages for this example, since we’d like the tag to fire regardless of where a user lands on our website.

Step 4

Create the tag, preview and debug, and publish.

Dynamic Remarketing

Help center article on this tag

Remarketing allows you to show ads to your past site visitors and customize those ads based on the section of your site people visited. With dynamic remarketing, you can take this a step further and show your site visitors an ad with the specific product they viewed on your site.

Google Analytics Dynamic Remarketing is more powerful than standard AdWords remarketing because it allows you to remarket based on both hit/session attributes, such as those collected in the Data Layer, and user information that you have collected in the Google Analytics cookie.

Step 1

Add the necessary attributes to your dataLayer. For this example, we will use a retail store that wants to collect the product ID, the page type, and the total value of the product via the Data Layer to use for dynamic remarketing purposes.

An example script may look like this:

<script>
dataLayer = [{
   'product_ids': 'AA12345',
   'page_type': 'product',
   'total_value': 49950
}]
</script>

Note that if you have a Data Layer variable that is undefined when a hit is sent, Google Tag Manager will not send blank or null information to Google Analytics.

Step 2

Sign in to Google Analytics to create new Custom Dimensions in the admin interface. Navigate to the Admin section, Property Settings, Custom Definitions and then select Custom Dimensions.

Make sure you set the Custom Dimension names exactly as recommended in the Custom Dimensions guide in the Google Analytics Help Center. Keep in mind there will be different keys for different verticals, so be sure to look up the appropriate vertical values.

Also make sure you define each Custom Dimension as a hit scope level as these actions should not stick to a session or user, just a pageview. An example setup in Google Analytics would look like this:

Step 3

Next you need to setup Dynamic Attribute Linking in Google Analytics. To do so, navigate to the Property settings in the Admin section, Remarketing, and then select Dynamic Remarketing.

You’ll be asked to select your business type (in this example, Retail), and add your view and sharing information.

Then you will set your required and optional attributes from the Custom Dimensions you created in Step 2. Once you’ve added these, save your new Dynamic Remarketing settings.

Step 4

Now go to the Google Tag Manager interface. Here you will need to create three new user-defined variables to match the dataLayer values and Custom Dimensions you just set up in Steps 1-2. For our retail example, they should look like the below:

Step 5

The final step is to add the new user-defined variables you created in Tag Manager to your ‘GA Pageview’ tag. To do so, open the ‘GA Pageview’ tag and add 3 new Custom Dimensions slots. Be sure to match the index value in the Google Tag Manager setup to the dimension value it was assigned when you created it in Google Analytics. For our retail example, it would look like this:

Save the tag, preview/debug, and publish.

Previous: Custom dimensions with Google Tag Manager | Next: Enhanced Ecommerce

Was this article helpful?
How can we improve it?
Google Analytics training and support resources

Check out our comprehensive list to learn more about Analytics solutions.