Tag your site for remarketing

You can show ads to people who've visited your website by adding the remarketing global site tag and event snippets to your website. The global site tag is a web tagging library for Google's site measurement, conversion tracking and remarketing products. It’s a block of code that adds your website visitors to remarketing lists, which will allow you to target your ads to these visitors.

This article contains instructions for how to set up remarketing, where to get your remarketing snippets, and how to tag your site for remarketing. You can skip to one of the following sections:

Additionally, learn how to tag your site for dynamic remarketing.

Before you begin

  • You need to be familiar with your website's code. Otherwise, consider working with a web developer or someone with a technical background. 
  • Your remarketing lists need to have a minimum number of visitors in order for your ads to show.
  • Once you tag your website, people visiting your website will be automatically added to your remarketing lists based on the rules you've set. 
Google Ads does not permit the implementation of tags on pages related to policy-restricted offers. Learn more about the Personalised advertising policy

Instructions

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you're still using the previous AdWords experience, choose Previous below. Learn more

Using the AdWords tag

Setting up remarketing for the first time

  1. Sign in to AdWords.
  2. Click the Campaign tab.
  3. In the menu on the left, click Shared library .
  4. Click Audiences.
  5. Click Set up remarketing.
    1. If you use a developer to manage your website:

      1. Click View AdWords tag for websites.
      2. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
      3. Place the code at the bottom of all pages on your website, 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.
      4. Save and publish your pages.
      5. 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).
    2. If you manage your website:

      1. Click View AdWords tag for websites.
      2. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
      3. Place the code at the bottom of all pages on your website, 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.
      4. Save and publish your pages.
      5. 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).
  6. Click Continue.
  7. Click Return to Audiences.

    Within a couple of days, your tag should start collecting the cookies of visitors to your website and your 'All visitors' list will begin to populate. If this doesn't happen, check the 'Remarketing tag' validation box in the corner of your screen.

  8. Click Tag details.
  9. Click Setup.
    1. If you use a developer to manage your website:

      1. Select the Send AdWords tag and instructions box.
      2. Enter your developer’s email address.
      3. Click Send email.
      4. Click Done.
    2. If you manage your website:

      Note: You can use the steps from the previous bullet point to email yourself the instructions to set up the Google Ads tag, or you can follow the steps below to copy the remarketing tag code and implement it on your website.
      1. Click View AdWords tag for websites.
      2. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
      3. Click Done.
      4. Place the code at the bottom of all pages on your website, 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.
      5. Save and publish your pages.
      6. 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).

After you've tagged your website, you can then create remarketing lists for 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.

View remarketing tag after setup
  1. Sign in to AdWords.
  2. Click Shared library.
    Shared library
  3. Under 'Audiences', click View.
  4. Locate the 'Remarketing tag' box in the top right-hand corner.
  5. Click Tag details.
  6. Click Setup.
  7. Click View AdWords tag for websites.
  8. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
  9. Place the code at the bottom of all pages on your website, 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.
  10. Save and publish your pages.
  11. 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). 

After you've tagged your website, you can then create remarketing lists for 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.

Using the Google Analytics tag

To use your Google Analytics tag instead of the AdWords remarketing tag, you’ll need to have the following:

  • Google Analytics tag on your website
  • Linked AdWords and Google Analytics accounts (when linking your accounts, you'll need administrative access to the AdWords account and edit access to the Google Analytics account)
  • Remarketing and advertising features enabled in Google Analytics

For detailed instructions, see Enable remarketing and advertising reporting features in Google Analytics

 

 

Disable the collection of remarketing data

You can choose to disable the collection of remarketing data for users who don't wish to view personalised ads using the parameter: allow_ad_personalization_signals. This parameter lets you disable the usage of data for personalised ads (its default value is set to true). When you set the parameter’s value to false, it will disable the usage of the data for personalised ads. This parameter does not disable conversion tracking.
Learn how to modify the global site tag to disable the collection of remarketing data for specific users

Advanced options 

Disable the collection of remarketing data

You can choose to disable the collection of remarketing data for users who don't wish to view personalised ads using the parameter: allow_ad_personalization_signals. This parameter lets you disable the usage of data for personalised ads (its default value is set to true). When you set the parameter’s value to false, it will disable the usage of the data for personalised ads. This parameter does not disable conversion tracking.
Learn how to modify the global site tag to disable the collection of remarketing data for specific users

Advertiser cross-device linking

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.

Disable the first-party cookie setting

To ensure that Google Ads can measure all of your conversions, regardless of the browser that your site visitor is using, the remarketing tag sets new cookies on your domain which will store information about the ad click that brought people to your website.

If you don’t want the remarketing tag to set first-party cookies on your site’s domain, add the following line to the tag configuration before you load the script tag:

var google_conversion_linker = false;

If you’re using conversion_async.js, add the highlighted portion below to the google_trackConversion call:

window.google_trackConversion( { google_conversion_linker : false } );

Doing this isn't recommended as it will lead to less accurate conversion measurement.

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