Set up custom parameters to use with your remarketing lists

Custom parameters allow you to identify your site visitors based on categories that you specify. To use custom parameters, you’ll need to add it to your remarketing tag. You’ll then be able to create advanced remarketing lists that will only show your ads to site visitors that meet the conditions of your custom parameters.

In this article, you’ll learn how to edit your website code to include custom parameters in your remarketing tag. You’ll also find guidelines for using custom parameters with your remarketing lists. 



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How to add custom parameters to your remarketing tag

To implement custom parameters, you first need to create a remarketing tag and add the remarketing tag to your site. If you already have a tag on your site, you can add the custom parameters to your tag.

Once your tag is created, you need to add another piece of code that should be placed on your site anywhere before the remarketing tag you’ve just created.

This piece of code must contain the yellow highlighted code lines as described below. The custom parameters should be included after the variable google_tag_params.

Custom parameters tag

<script type="text/javascript">
var google_tag_params = {

parameter1: '', // Include your custom parameter here
parameter2: '', // Include your custom parameter here
parameter3: '' // Include your custom parameter here

Your webmaster will need to dynamically populate the custom parameters with the relevant information. The custom parameters should be coded with the JSON format: JavaScript Object Notation, a format for transmitting structured data over a network connection.

Once the two pieces of code are placed together, the remarketing tag should look like the one below. This is an example of a tag before implementation. Make sure you don't copy and paste this code sample:

<script type="text/javascript">
var google_tag_params = {

section: ' ',
pagetype: ' ',
membertype: ' '

<!-- Google Code for Main List -->
<!-- Remarketing tags may not be associated with personally identifiable information or placed on pages related to sensitive categories. For instructions on adding this tag and more information on the above requirements, read the setup guide: -->
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 1010101010;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
<script type="text/javascript" src="//">
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//;label=eiULCI6v9wIQitem-gM&amp;guid=ON&amp;script=0"/>

Find out what to do if you have older tags in your site.


When implementing the AdWords remarketing tag, especially with custom parameters, you can use Google Tag Assistant to check that you're implementing the tag correctly. This tool is a Chrome extension that automatically verifies Google code snippets on any page and can help you solve errors it detects. Download and install Tag Assistant via the Google Chrome Store

How to build lists for custom parameters

The custom parameters that you send in your tag become available when you create lists in AdWords. Follow these steps to create lists using custom parameters:

  1. In the Audiences section of the Shared library, click + Remarketing list.
  2. Select Website visitors.
  3. Click + Rule under "People who visited a page with any of the following."
  4. Click the URL drop-down menu, and you'll see your custom parameters listed there.
  5. Select your custom parameter from the first menu, and an operator (equals, contains, greater than, etc.) from the second menu.
  6. Type in a value for your custom parameter.

For example, you could select the "membertype" parameter, then select "equals," and enter "premium" to add premium site members to your list.

To create an advanced list with custom parameters, you can add new conditions in an "OR" relationship (the page needs to meet any of the conditions) or in an "AND" relationship (the page needs to meet all the conditions):

  • To add new conditions in an "OR" relationship, click the Show advanced options link, and then the + New condition button.
  • To add new conditions in an "AND" relationship click + Rule and add your conditions, or click the Show advanced options link, and then the + New set button.

If, for example, you'd like to edit the rule of your list so that it includes members who used the Contact Us form, you'd add "AND conversiontype > equals > contactus."

Here are a few common lists that you might consider to get started: non-members who have viewed specific page categories, free members who have never used the Contact Us form, or premium members who view multiple types of content on your site.

To create a list that includes non-members who have viewed specific categories, you can use the "membertype" custom parameter to identify visitors who haven't yet registered and have viewed the "Games" section of your site. You'd set the first condition to "membertype" > "equals" > "non," and the second condition to "subsection" > "equals" > "games."

Say that you want to reach visitors who have signed up but have never contacted the company. To create that list, you'd use the "membertype" custom parameter to represent visitors, and the "conversiontype" custom parameter to represent 

"Contact Us" form submissions. You'd set the first condition to "membertype" > "equals" > "free," and the second condition to "conversiontype" > "does not equal" > "contact us."

Finally, suppose that you want to reach premium members who visit very specific sections on your site. You'd use the "membertype" parameter to denote premium members. And then you would use the "section," and "subsection" custom parameters to specify or rule out sections of the site. As an example, you could use the following conditions:

  • First condition: "membertype" > equals > "premium"
  • Second condition: "section" > equals > "entertainment"
  • Third condition: "subsection" > equals > "movies"
  • Fourth condition: "subsection" > does not equal > "games"


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