About dynamic remarketing for apps

Dynamic remarketing is a well known feature that enables advertisers to engage with people who visited their websites. Now that apps are a key part of the customer experience, the power of dynamic remarketing is available to apply to people who engage with your apps. Dynamic remarketing for apps empowers you to reach app users who have expressed interest in your products across your web and app properties.

Best practice

Unlike Dynamic remarketing for web, Dynamic remarketing for apps relies more on users having installed your app. It is recommended to have a strong install base to enhance the campaign’s ability to scale effectively.


Dynamic remarketing for apps allows you to set up remarketing events to track interactions within your app, like selecting travel dates and choosing airport codes. As these events are triggered, you can segment audiences based on their past actions, and tailor more relevant messages to them across your web and app inventory. When users with your app installed on their device click on one of your dynamic ads, they’ll be directed to the relevant content in the app, like a flight using the same travel dates and airport codes that they were previously looking at.

What you’ll need to get started

Product or service feed

Depending on your business type, you can use either a Google Merchant Center feed or a Business data feed to create a feed that includes all of your products or services, along with details about each item (unique ID, price, image, and more). These details are then pulled from your feed into your dynamic ads. Learn more about using feeds in App campaigns and how to Create a feed for your dynamic display ads

Note: If you’re using a feed for an existing Dynamic remarketing for web campaign, that same feed —and campaign— can be used to set up Dynamic remarketing for apps as well. You don’t need to modify your feed unless your Dynamic remarketing for apps campaign will use custom schemes for deep linking.

Deep links

Google supports all deep links to send users directly into your app, including custom schemes, Android app links, and iOS Universal Links. If you’re not sure which deep linking solution you have enabled, check with your development team.

Event tagging in your app

Remarketing events allow you to segment audiences based on past actions in order to tailor more relevant messages to them. For example, you can show a targeted and customized ad only to users who have abandoned a shopping cart. Conversion events are used to track actions, such as completing a lead generation form, or completing an in-app purchase.

Identify the remarketing and conversion events you’d like to track and then install either the Firebase SDK or a third-party SDK to segment audiences within your app determined by the events you set up.

Dynamic remarketing campaign

Create a new dynamic remarketing campaign, or leverage your existing Dynamic remarketing for web campaign, to remarket to your app and web users.

Users who have your app installed

If a user has your app installed, dynamic remarketing for apps can direct them to it. Users that don’t have the app will be sent to your website.

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