Set up remarketing list sharing

Google ads manager accounts can share tags and remarketing lists that they’ve created with some, or all, of its Google Ads accounts or sub-manager accounts (other manager accounts). This article explains how you can set up sharing for remarketing lists using your manager accounts and other Google Ads accounts.

Before you begin

It’s important to know that manager accounts need permission from individual managed accounts (Google Ads accounts) to share remarketing lists created and owned by a managed account (detailed in the instructions below). If you have administrative access to the manager account, you will be able to go through the entire process.

Important: When sharing remarketing lists across accounts, remember that you may be sharing confidential or proprietary data. You should only share remarketing lists with other accounts if you have obtained permission from accounts that own them. and such sharing doesn't violate any agreements you have with those accounts. For additional requirements and details about remarketing lists for search ads, see the policy for remarketing lists for search ads. Additionally, keep in mind that sharing YouTube remarketing lists is not supported.

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.

Sharing audience lists using your MCC

Step 1: In the MCC account, select managed accounts for sharing.

Note: Steps 2 and 3 are not required if your tagging is configured at the MCC level.
  1. Click Accounts, located in the Top bar.
  2. Click Admin, which shows a list of all managed accounts.
  3. Select a managed account by checking the box next to it. To select all managed accounts, click the gray area around the "Account" checkbox and select "All" from the drop-down menu.
  4. Click Edit, select "Remarketing account," and then select "Change to this manager" from the drop-down menus. These accounts can now use the  MCC manager account remarketing tag and lists. If a managed account is using cross-account conversion tracking, the same MCC manager account will need to be used for both the "Conversion account" and "Remarketing account."
Note: It may take a couple of hours for changes like this in an MCC manager account to be reflected in the managed accounts.

Step 2: Enable lists to be shared in your AdWords accounts

Note: These steps must be taken for all managed accounts.
  1. Click the gear icon Settings icon in the top right corner of your account and select Account settings.
  2. Click Account access.
  3. Set "Remarketing list sharing" to On to enable list sharing, or Off to disable it.
  4. To see whether your lists are shared, click Campaigns, Shared library, and then Audiences. You'll see an indicator of whether a list is shared next to the list name. To see which accounts are using your shared lists, click the bubble next to "shared."

Step 3: Add and share remarketing lists using your MCC account 

Share tags and lists created by an MCC manager account

  1. Go to Audiences, located in the Navigation Menu on the left.
  2. Click the red +Remarketing List button and complete the steps to create a tag, review remarketing lists, and create a dynamic ads feed. Any lists created at this time are available to managed accounts whose "Remarketing account" is set to "This manager."

Share lists created by a managed account

  1. Ask the managed account to enable list sharing (instructions below). This ensures that the MCC manager account has the managed account's permission to share their lists.
  2. Go to the Admin tab.
  3. Select a managed account by checking the box next to it. To select all managed accounts, click the gray area around the "Account" checkbox and select "All" from the drop-down menu.
  4. Click Edit, select "Remarketing account," and then select "Change to this manager" from the drop-down menus.
  5. Go to Audiences.
  6. Click +Remarketing list and select "Add list created by a client" from the drop-down menu.
  7. In "Accounts," find a managed account.
  8. Browse the managed account's remarketing lists and click the chevron >> to add one or more lists, custom combinations, or similar audiences. Note that lists may be locked from sharing if the managed account that owns the list hasn't allowed list sharing.
  9. Click Save. All accounts whose "Remarketing account" is set to “This manager” now have access to these lists.

Common scenarios

  • If a manager account shares tags and lists with a managed account, the managed account will have access to any lists the manager account creates (including future lists).
  • If a managed account has shared lists with a manager account, the manager account can share those lists with its other managed accounts.
  • If a remarketing tag isn't correctly implemented, the tag won't add website visitors to remarketing lists. This may limit or stop ads from showing. Any managed accounts using these lists would be affected. Learn how to troubleshoot your tagging implementation.
  • If a managed account turns off list sharing, any campaign or ad groups in the other managed accounts using the shared lists will stop running and will no longer be visible in your Audience manager. 
  • If a managed account's "Remarketing account" is changed from one manager account to another manager account, the managed account will no longer have access to the manager account tag or any lists associated with it. Any ad groups or campaigns in these accounts that were using these lists will stop running as described in the previous paragraph.
  • If a manager removes a managed account from list sharing, the managed account will lose access to the manager account's tag and lists. If the managed account was sharing their own lists, this change would affect ad groups and campaigns in other accounts that are targeting these lists.

Keep in mind

  • Remarketing lists owned by a manager account, or shared with a manager account, will be shared and accessible for all managed accounts that are set to “This manager” under the same “Remarketing account.”
  • Only the owner of a shared list can edit it.
  • Any changes made to a shared list will be applied across accounts.
  • The sharing of Video remarketing lists, DoubleClick (DFA) lists, or licensed lists is currently not supported.
  • To share Google Analytics lists, Google considers the Google Ads account to which the list was linked during setup. You can see the status of Google Analytics in the “Audience sources” tab of Audience Manager.
    • Note: Lists can only be shared with one other Google Ads destination account, so if you want to share them when importing from Google Ads to Google Analytics, set the manager account as the destination account.
  • List sharing happens automatically for dynamic remarketing dynamic attributes (custom parameters).
  • List owners can see which accounts have access to their lists by going to "Audiences" in "Shared library."
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