Dynamic remarketing for web setup guide

5. Tag your website

Next add the global site tag and optional event snippet to your website. The global site tag needs to be in every page on your site and the optional event snippet only needs to be in pages where remarketing events occur. Together, these snippets add your website visitors to your remarketing lists, using custom parameters to associate visitors with the IDs of the products or services they viewed.


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.


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

  1. Go to the "Shared library" in your AdWords account.
  2. Under "Audiences" click "View."
  3. Locate "View tag details" at the top of your screen and click the "Setup" tab.
  4. Click "View AdWords tag for websites" to get the remarketing code you'll need to add to your website.
  5. Add the tag to every page of your website, just before the </body> tag.
Changes to the AdWords remarketing tag don’t apply to the previous Adwords experience. You can continue using the AdWords remarketing tag as expected.
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