Set up remarketing list sharing

A manager account can share tags and remarketing lists that they’ve created and own with some, or all, of its managed accounts. Manager accounts may also share remarketing lists from their managed accounts with other accounts that they manage.


Manager account A, oversees multiple individual accounts (managed accounts) B, C and D. When managed account B shares its remarketing lists with manager account A, manager account A can then share those remarketing lists with all of the other individual accounts that it’s the manager of (managed account C and D). The same logic will apply if, for instance, manager account A also manages another manager account, manager account E. Manager account A could share the remarketing lists from managed account B (if 'Remarketing account' is set to 'this manager') with the managed accounts under manager account E (or vica versa).

It can help to think of a manager account as being like a tree. Each top-level manager account can branch out to manage individual accounts or other manager accounts. Those manager accounts can then branch out to manage more individual accounts or other manager accounts, and so on.

Before you begin

It’s important to know that manager accounts need permission from individual managed accounts to share remarketing lists created and owned by a managed account. Only the administrative user on the managed account itself will be able to turn list sharing on or off. This can be done by enabling list sharing (instructions below).

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've obtained permission from accounts that own them and such sharing doesn't violate any agreements that 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.

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Select accounts for tag and list sharing (done with manager account)

Follow these steps in the following situations: you're setting this up for the first time; you have a new managed account with whom you want to share remarketing lists or whose lists you want to share with other managed accounts.

  1. Sign in to AdWords.
  2. Click Accounts, located in the top bar.
  3. Click Admin, which shows a list of all managed accounts.
  4. Select a managed account by ticking the box next to it. To select all managed accounts, click on the grey area around the "Account" tick box and select "All" from the drop-down menu.
  5. Click on Edit, select "Remarketing account" and then select "Change to this manager" from the drop-down menus. These accounts can now use the manager account remarketing tag and lists. If a managed account is using cross-account conversion tracking, the same manager account will need to be used for both the "Conversion account" and "Remarketing account".
Note that it may take a couple of hours for changes like this in a manager account to be reflected in the managed accounts.

Share remarketing lists with managed accounts (done with manager account)

Share tags and lists created by a 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 manager account has the managed account's permission to share their lists.
  2. Go to the Admin tab.
  3. Select a managed account by ticking the box next to it. To select all managed accounts, click on the grey area around the "Account" tick box and select "All" from the drop-down menu.
  4. Click on 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 on Save. All accounts whose "Remarketing account" is set to “This manager” now have access to these lists.

Enable or disable list sharing (done with managed account)

  1. Sign in to AdWords.
  2. Click the gear icon in the top right corner of your account and select Account settings.
  3. Click Account access.
  4. Set "Remarketing list sharing" to On to enable list sharing, or Off to disable it.
  5. 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".

Common scenarios

  • If a manager account shares tags and lists with a managed account, the managed account will have access to any lists that 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 may be affected.
  • If a managed account turns off list sharing, any managed account's ad groups that target these lists and any campaigns (on the Display network) that exclude these lists will stop running.
  • 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 associated tag and lists. Any ad groups or Display campaigns in these accounts that were using these lists will stop running as described in the previous paragraph.
  • If a manager changes a managed account's 'Remarketing account' from 'This manager' to 'Client', 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 may affect ad groups and campaigns in other accounts that are targeting these lists.

Bear in mind

  • Only the owner of a shared list can edit it.
  • Any changes made to a shared list will be applied across accounts.
  • List owners can see which accounts have access to their lists by going to "Audiences" in "Shared library".
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