Tag your website for dynamic remarketing

To show dynamic ads to people who have visited your site, add the global site tag and dynamic remarketing event snippet. The global site tag can be pasted as-is into all the pages across your site, and enables basic remarketing features in Google Ads. The event snippet collects data about specific actions related to products or services that are then matched with your data feed, and used to create ads for dynamic remarketing. The data collected using the event snippet will vary according to your business type. 

This article is part of the dynamic remarketing for web set-up guide. It contains detailed instructions on how to set up your tag for dynamic remarketing. Read About dynamic remarketing for apps if you want to set up your app.

Note: Correctly setting up a tag is key to ensure the best possible performance for your dynamic remarketing campaigns but it can be a tricky process involving customizing your website's code to pass dynamic data back to Google Ads. To successfully tag your website, you should be comfortable making changes to your page's code, or be able to enlist the help of a technical resource who's able to do so.

Before you begin

If you've set up the Google Ads tag for remarketing, you'll see that it consists of a global site tag and an event snippet. Learn about the Changes to the Google Ads remarketing tag


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.

Google Ads does not permit the implementation of tags on pages related to policy-restricted offers. Learn more about the Personalized advertising policy


The dynamic remarketing event snippet collects data, such as the IDs of the products or services that people viewed on your website and the total value of items. Google Ads uses 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 your Google Ads account.
  2. Click the tools icon  in the top right corner of your screen.
  3. Under “Shared library” click Audience manager.
  4. From the page menu on the left click Audience sources.
  5. In the Google Ads tag card, click Set up tag.
    • If you already set up a Google Ads tag, you can edit the tag by clicking the 3-dot menu 3-dot icon.png and then Edit.
  6. Select “Collect specific attributes or parameters to personalize ads”.
    • This option is also known as “Dynamic remarketing” and allows you to show ads to people on your remarketing lists based on their activity on your site or app.
  7. Select the business types that represent your products and services
    • Business type is used to tell your tags to collect information about activity on your website that's specific to your business type. If your business type isn’t listed, select “Other (custom option)".
  8. Select the business type parameters you’d like to track.
  9. Click Create and continue.
  10. When the installation screen appears, your global site tag and event snippet will be ready for use. You can copy the code, use Tag Manager, download the tag, or email the tag to a webmaster.
    1. To integrate remarketing into your site, copy the code and paste it between the <head></head> tags of the website.
    2. The global site tag must be added into every page of your site. The event snippet only needs to be added to certain pages to measure remarketing events, such as product pages, shopping cart pages, or purchase confirmation pages. Learn more about event parameters for each business type
  11. Click Done.

Track events for your business type

For detailed instructions about how to populate the event snippet for your business type, read how to Use event parameters for your business type.

Updating your tag

If you already have a global site tag added to your site and want to start using dynamic remarketing, you only need to add a remarketing event snippet. The event snippet should be installed on pages that will track remarketing events like product pages or shopping carts. It can be placed anywhere in the code, after the global site tag. Here’s an example of a retailer's tag where the global site tag is blue and the event snippet and event parameters are green.
Note: Event parameter or unique value names should be in English. For example, use cart in English and not carrinho for Brazilian Portuguese.

Dynamic and event parameters in the event snippet should use JavaScript Literal Object Notation, a format for transmitting structured data over a network connection. The global site tag (gtag.js) is a web tagging library for Google's site measurement, conversion tracking, and remarketing products.

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

<!-- Global Site Tag (gtag.js) - Google Ads: 123456789 -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-123456789"></script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments)
  gtag('js', new Date());

  gtag('config', 'AW-123456789');
<!-- Event snippet for Example dynamic remarketing page -->
 gtag('event', 'add_to_cart', {
    value: 345.89, 
   items: [{
      origin: 'NYC'
      destination: 'PAR',
      google_business_vertical: 'flights'
      origin: 'PAR'
      destination: 'LON',
      google_business_vertical: 'flights'
      id: '123456',
      location_id: 'LON',
      google_business_vertical: 'hotels'


Advanced options

Disable the collection of remarketing data

You can choose to disable the collection of personalized advertising data for users who do not wish to view personalized ads or for your own compliance reasons. You can modify the global site tag and disable the collection of personalized advertising data for particular users on your site, or choose to exclude all users from California in the Audience Manager section of your Google Ads account. 


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