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. 



How to add custom parameters to your remarketing tag

To implement custom parameters, you first need to set up a remarketing tag and add the tag to your site. This tag consists of a global site tag and an event snippet, which work in unison to track remarketing events. If you already have an event snippet on your site, you can add the custom parameters to your existing snippet.

Event snippet with custom parameters

<!-- Event snippet for Google Ads custom parameters -->
    gtag('event', 'page_view', {'send_to': 'AW-123456789',
      '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.

When the code for the global site tag and the event snippet with custom parameters are placed together, the remarketing tag should look like the example below. This is an example of a tag before implementation. Make sure that you don't copy and paste the code sample below:

Example of a remarketing tag in website code

<!-- Global site tag (gtag.js) - Google Ads: 123456789 -->
<script async src=""></script>
    window.dataLayer = window.dataLayer || [];
    function gtag(){dataLayer.push(arguments)};
    gtag('js', new Date());

    gtag('config', 'AW-123456789');

<!-- Event snippet for Google Ads custom parameters -->
    gtag('event', 'page_view', {'send_to': 'AW-123456789',
      'section': '',
      'pagetype': '',
      'membertype': ''

Learn how to upgrade older tags in your site.


When implementing the Google Ads remarketing tag, especially with custom parameters, you can use Google Tag Assistant to check that you're implementing the tag correctly on a specific page. This tool is a Chrome extension that automatically verifies Google code snippets on any page and can help you solve errors that it detects. Download and install Tag Assistant from 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 remarketing lists in Google Ads. Follow these steps to create lists using custom parameters:

  1. Click the tools icon  in the upper right corner of your account.
  2. Under 'Shared library', click Audience manager.
  3. Click the plus button , and select + Website visitors.
  4. Enter an Audience name, and check that 'List members' is set to Visitors of a page.
  5. In the 'Visited page' section:
    1. Select your custom parameter from the 'URL' drop-down.
    2. Select an operator (e.g. contains, equals, starts with).
    3. Enter a value for your custom parameter.
  6. Click Create Audience.

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 OR button below the 'URL' drop-down.
  • To add new conditions in an 'AND' relationship, click the AND button to the right of your custom parameter.

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 click the AND button, then set the new condition as '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; 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 but 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".

Now let's 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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