About automatically created lists

A remarketing list is a collection of website visitors. The first time you create a remarketing campaign, Google Ads creates default remarketing lists for you like "All visitors" or "Shopping cart abandoners". That way, you're all set up to start targeting your lists in your ad groups right away. This article contains information to help you understand automatically created remarketing lists and how they work, for both regular and dynamic remarketing.

Before you begin

To understand how remarketing works in general, read about remarketing. For an overview about inserting custom parameters into your remarketing tag code, read about using custom parameters.

How it works

Your website's remarketing tag adds visitors to your remarketing lists based on the rules and conditions of your lists. For dynamic remarketing, Google Ads also uses the custom parameters in your tag to create more specific lists based on actions taken on your site.

The pagetype portion of the custom parameter tells Google Ads what kind of website you're advertising. Then, you can add specific values for each page action. For example, to create a list of people who visited your homepage, you could use the value 'home' as your custom parameter, and place the tag on your home page.

Keep in mind

Your remarketing tags correspond directly to who ends up on your remarketing lists. That's why it's important to follow the exact custom parameter names and values when you set up your remarketing tag. You can add these default remarketing lists to your ad group targeting, or create your own remarketing lists based on rules. However, the default remarketing lists cannot be deleted.

How to Create Effective Remarketing Lists

Learn how to create effective remarketing lists on the Google Display Network. In this video, we'll uncover how to create different lists based on each customer’s journey through your website so that you can target them with different bids or ads.

Important

When you add your tag to your website, don't translate the custom parameter names or values from the templates. The default remarketing lists are created automatically based on parameter names in English. For example, the pagetype parameter for pages including a shopping cart should have the value cart, not basket (UK English), or carrinho (Portuguese).

Common default lists

Default remarketing list Description Tag information
All visitors Anyone who visited your website or app This list populates using all values from all parameters in your website and app remarketing implementations.
All converters Anyone who converted on your website This list populates automatically using your conversion tracking tag. If you haven't set up conversion tracking, this list will be empty.
Google Ads optimized list This is a combination list, made up of multiple audiences from available audience sources into a single remarketing list. To create this list, you'll need to connect at least 1 data source in the Audience sources page.

Default lists for specific business types

Education

These lists are designed to work best for education websites. If you're advertising education programs, make sure your remarketing tag includes the edu_pagetype parameter. This classifies the page as "Education". Below are the custom parameter values for each list type, such as edu_pagetype='home'.

Default remarketing list Description Tag information
General visitors People who visited your website or app but didn’t view specific courses or programs. This list doesn't include people that are in other lists: program searchers, program viewers, conversion abandoners and past converters. To populate this list, your remarketing tag should include the edu_pagetype tag on all pages of your site. If some of your pages don't have a set value (such as 'home'), leave the value empty.
Program searchers People who searched for courses or programs on your site. This list doesn't already doesn't include people that are in program viewers, conversion abandoners and past converters lists. To populate this list, the remarketing tag on your search result pages should include: edu_pagetype = 'searchresults'
Program viewers People who viewed specific course or program pages on your site. This list already doesn't include people that are in conversion abandoners and past converters lists. To populate this list, the remarketing tag on your course or program pages should include: edu_pagetype = 'program'
Conversion abandoners People who started a form for more information but didn’t submit it. This list doesn't include people that are in past converters list. To populate this list, the remarketing tag on your form pages should include: edu_pagetype = 'lead'
Past converters People who submitted a form in the past To populate this list, the remarketing tag on your conversion pages should include: edu_pagetype = 'complete'
Flights

These lists are designed to work best for flight booking websites. If you're advertising a website that books flights, make sure your remarketing tag includes the flight_pagetype parameter. This classifies the page as "Flights". Below are the custom parameter values for each list type, such asflight_pagetype='home'.

Default remarketing list Description Tag information
General visitors People who visited your website or app but didn’t view specific flights. This list already doesn't include people that are in other lists: flight searchers, flight viewers, conversion abandoners and past converters. To populate this list, your remarketing tag should include the flight_pagetype tag on all pages of your site. If some of your pages don't have a set value (such as ='home' ), leave the value empty.
Flight searchers People who searched for flights on your site. This list already doesn't include people that are in flight viewers, conversion abandoners and past converters lists. To populate this list, the remarketing tag on your search result pages should include: hrental_pagetype = 'searchresults'
Flight viewers People who viewed specific flight pages on your site. This list already doesn't include people that are in conversion abandoners and past converters lists. To populate this list, the remarketing tag on your flight details pages should include: flight_pagetype = 'offerdetail'
Conversion abandoners People who started a ticket purchase but didn’t book the flight. This list already doesn't include people that are in past converters list. To populate this list, the remarketing tag on your checkout pages should include: flight_pagetype = 'cart'
Past converters People who booked flights from you in the past To populate this list, the remarketing tag on your booking confirmation pages should include: flight_pagetype = 'purchase'
Hotels and rentals

These lists are designed to work best for hotel and rental booking websites. If you're advertising a website that books rooms or homes, make sure your remarketing tag includes the hrental_pagetype parameter. This classifies the page as "Hotels and rentals". Below are the custom parameter values for each list type, such as hrental_pagetype= 'home'.

Default remarketing list Description Tag information
General visitors People who visited your website or app but didn’t view specific hotels or rentals. This list already doesn't include people that are in other lists: property searchers, property viewers, conversion abandoners and past converters. To populate this list, your remarketing tag should include the hrental_pagetype tag on all pages of your site. If some of your pages don't have a set value (such as 'home' ), leave the value empty.
Property searchers People who searched for hotels or rentals on your site. This list already doesn't include people that are in property viewers, conversion abandoners and past converters lists. To populate this list, the remarketing tag on your search result pages should include: hrental_pagetype = 'searchresults'
Property viewers People who viewed specific hotel and rental pages on your site. This list already doesn't include people that are in conversion abandoners and past converters lists. To populate this list, the remarketing tag on your hotel and rental pages should include:hrental_pagetype = 'offerdetail'
Conversion abandoners People who started to book a hotel or rental but didn’t complete their booking. This list already doesn't include people that are in past converters list. To populate this list, the remarketing tag on your booking pages should include: hrental_pagetype ='conversionintent'
Past converters People who booked a hotel or rental from you in the past To populate this list, the remarketing tag on your confirmation pages should include: hrental_pagetype = 'conversion'
Jobs

These lists are designed to work best for job listing websites. If you're advertising a website that shows job openings, make sure your remarketing tag includes the job_pagetype parameter. This classifies the page as "Jobs". Below are the custom parameter values for each list type, such as job_pagetype = 'home'.

Default remarketing list Description Tag information
General visitors People who visited your website or app but didn’t view specific jobs. This list already doesn't include people that are in other lists: job searchers, job viewers, conversion abandoners and past converters. To populate this list, your remarketing tag should include the job_pagetype tag on all pages of your site. If some of your pages don't have a set value (such as 'home'), leave the value empty.
Job searchers People who searched for jobs on your site. This list already doesn't include people that are in job viewers, conversion abandoners and past converters lists. To populate this list, the remarketing tag on your search result pages should include: job_pagetype = 'searchresults'
Job viewers People who viewed specific job pages on your site. This list already doesn't include people that are in conversion abandoners and past converters lists. To populate this list, the remarketing tag on your job description pages should include: job_pagetype = 'offerdetail'
Conversion abandoners People who started a form or request to contact a recruiter but didn’t submit it. This list doesn't include people that are in past converters list. To populate this list, the remarketing tag on your form pages should include: job_pagetype ='conversionintent'
Past converters People who submitted a form or contacted a recruiter in the past To populate this list, the remarketing tag on your form confirmation pages should include: job_pagetype = 'conversion'
Local deals

These lists are designed to work best for local deal listing websites. If you're advertising a website that shows deals offered by local businesses, make sure your remarketing tag includes the local_pagetype parameter. This classifies the page as "Local deals". Below are the custom parameter values for each list type, such as local_pagetype = 'home' .

Default remarketing list Description Tag information
General visitors People who visited your website or app but didn’t view specific local deals or offers To populate this list, your remarketing tag should include the local_pagetype tag on all pages of your site. If some of your pages don't have a set value (such as 'home'), leave the value empty.
Deal searchers People who searched for local deals or offers on your site. This list doesn't include people that are in deal viewers, conversion abandoners and past converters lists. To populate this list, the remarketing tag on your search result pages should include: local_pagetype = 'searchresults'
Deal viewers People who viewed specific local deal and offer pages on your site. This list doesn't include people that are in conversion abandoners and past converters lists. To populate this list, the remarketing tag on your local deal and offer pages should include: local_pagetype = 'offerdetail'
Conversion abandoners People who started to buy a local deal or offer but didn’t complete their purchase. This list doesn't include people that are in past converters lists. To populate this list, the remarketing tag on your form pages pages should include: local_pagetype ='conversionintent'
Past converters People who purchased a local deal or offer from you in the past To populate this list, the remarketing tag on your purchase confirmation pages should include: local_pagetype = 'conversion'
Retail

These lists are designed to work best for ecommerce or retail websites. If you're advertising a website that sells products, make sure your remarketing tag includes the ecomm_pagetype parameter. This classifies the page as "Retail". Below are the custom parameter values for each list type, such as ecomm_pagetype = 'home'.

Default remarketing list Description Tag information
General visitors Site visitors who have not been to pages marked with ecomm_pagetype='product', 'cart', or 'purchase'. This list will add all visitors and exclude people that are in other lists: product viewers, shopping cart abandoners and past buyers. To populate this list, your remarketing tag should include the ecomm_pagetype tag on all pages of your site. If some of your pages don't have a set value (such as 'home'), leave the value empty.
Product viewers People who viewed specific product pages on your site. This list doesn't include people that are in shopping cart abandoners and past buyers lists. To populate this list, the remarketing tag on your product pages should include: ecomm_pagetype = 'product'.
Note: Google Ads can also automatically add people who have seen products on your website to this list.
Shopping cart abandoners People who added products to their shopping cart but didn’t complete the purchase. This list doesn't include people that are in past buyers lists. To populate this list, the remarketing tag on your cart pages should include: ecomm_pagetype = 'cart'
Past buyers People who purchased products from you in the past To populate this list, the remarketing tag on your purchase confirmation pages should include: ecomm_pagetype ='purchase'
Real estate

These lists are designed to work best for real estate or home listing websites. If you're advertising a website that lists homes or properties for sale, make sure your remarketing tag includes the listing_pagetype parameter. This classifies the page as "Real estate". Below are the custom parameter values for each list type, such as listing_pagetype = 'home'.

Default remarketing list Description Tag information
General visitors People who visited your website or app but didn’t view specific listings. This list doesn't include people that are in other lists: listing searchers, listing viewers, conversion abandoners and past converters. To populate this list, your remarketing tag should include the listing_pagetype tag on all pages of your site. If some of your pages don't have a set value (such as 'home' ), leave the value empty.
Listing searchers People who searched for listings on your site. This list doesn't include people that are in listing viewers, conversion abandoners and past converters lists. To populate this list, the remarketing tag on your search result pages should include: listing_pagetype = 'searchresults'
Listing viewers People who viewed specific listing pages on your site. This list doesn't include people that are in conversion abandoners and past converters lists. To populate this list, the remarketing tag on your listing pages should include: listing_pagetype = 'offerdetail'
Conversion abandoners People who started a form or request for an appointment but didn’t submit it. This list doesn't include people that are in past converters list. To populate this list, the remarketing tag on your form pages should include: listing_pagetype ='conversionintent'
Past converters People who submitted a form or made an appointment in the past To populate this list, the remarketing tag on your confirmation pages should include: listing_pagetype = 'conversion'
Travel

These lists are designed to work best for travel websites. If you're advertising a website that sells or books travels deals and special offers, make sure your remarketing tag includes the travel_pagetype parameter. This classifies the page as "Travel". Below are the custom parameter values for each list type, such as travel_pagetype = 'home'.

Default remarketing list Description Tag information
General visitors People who visited your website or app but didn’t view specific travel options. This list doesn't include people that are in other lists: listing searchers, listing viewers, conversion abandoners and past converters. To populate this list, your remarketing tag should include the travel_pagetype tag on all pages of your site. If some of your pages don't have a set value (such as 'home'), leave the value empty.
Listing searchers People who searched for travel options on your site. This list doesn't include people that are in listing viewers, conversion abandoners and past converters lists. To populate this list, the remarketing tag on your search result pages should include: travel_pagetype = 'searchresults'
Listing viewers People who viewed specific travel option pages on your site. This list doesn't include people that are in conversion abandoners and past converters lists. To populate this list, the remarketing tag on your travel option pages should include: travel_pagetype = 'offerdetail'
Conversion abandoners People who started to book a travel option but didn’t complete their booking. This list doesn't include people that are in past converters list. To populate this list, the remarketing tag on your booking form pages should include: travel_pagetype ='conversionintent'
Past converters People who booked a travel option from you in the past To populate this list, the remarketing tag on your booking confirmation pages should include: travel_pagetype = 'conversion'
Custom

If you're advertising a website that doesn't fall into any of the above categories, you can use the dynx_pagetype parameter. Below are the custom parameter values for each list type, such as dynx_pagetype = 'home' .

Default remarketing list Description Tag information
General visitors People who visited your website or app but didn’t view specific pages. This list doesn't include people that are in other lists: searchers, product or service viewers, conversion abandoners and past converters. To populate this list, your remarketing tag should include the dynx_pagetype tag on all pages of your site. If some of your pages don't have a set value (such as 'home'), leave the value empty.
Searchers People who searched your site. This list doesn't include people that are in product or service viewers, conversion abandoners and past converters lists. To populate this list, the remarketing tag on your search result pages should include: dynx_pagetype = 'searchresults'
Product or service viewers. People who viewed specific pages on your site. This list doesn't include people that are in conversion abandoners and past converters lists. To populate this list, the remarketing tag on your products or services pages should include: dynx_pagetype = 'offerdetail'
Conversion abandoners People who started a conversion or purchase but didn’t complete it. This list doesn't include people that are in past converters list. To populate this list, the remarketing tag on your cart or form pages should include: dynx_pagetype ='conversionintent'
Past converters People who converted or purchased from you in the past To populate this list, the remarketing tag on your purchase confirmation pages should include: dynx_pagetype = 'conversion'
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