Steps to implement 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 in the new Google Ads experience, you'll see the new Google Ads tag that consists of a global site tag and an optional event snippet. If you have the old AdWords tag installed on your website using JavaScript, it will still work, but it is recommended that you use the new Google Ads tag. 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: 

The new Google Ads experience is now the exclusive way for most users to manage their accounts. Note, automatic targeting is only available in the new Google Ads experience.

  1. Sign in to AdWords.
  2. Click Shared library.
  3. Under "Audiences," click View.
  4. If you’re setting up remarketing for the first time, you’ll see several remarketing options. Under "Website visitors," select the “dynamic remarketing” option, then select your business type. This will add the required event parameters to your remarketing tag code. If you select “Retail”, follow the instructions to link your Merchant Center and AdWords accounts.
  5. Click Tag details.
  6. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
  7. Insert your custom tag to all your webpages, right 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. If you use Google Analytics, you can use the Google Analytics tracking code that’s already on your site instead of using the AdWords remarketing tag. 
  8. Save and publish your pages.
  9. 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). Alternatively, you can check back in about a week to monitor your progress.
  10. After you've tagged your website, you can then create remarketing lists for each of 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.

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, the event snippet and event parameters are green, and dynamic unique values are highlighted yellow.



Do not translate any of the event parameter or values names, they should be used in English For example, use cart 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 ecomm_prodid) for your business type. See all of the event parameters by vertical

<!-- Global Site Tag (gtag.js) - Google Ads: 123456789 -->
<script async src=""></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'


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