How Google uses remarketing data

Remarketing with Google Ads lets you show ads to your customers based on data about those customers that you share with Google through a global site tag, event snippets, or a remarketing tag on your website and/or app. It’s important to preserve the confidentiality and security of remarketing data that you share with Google. The type of data collected and used for remarketing includes things like the URL and referrer URL for the website that triggers a tag hit, the custom parameters used in your tracking tag, and any resulting remarketing list memberships.

This article explains how Google uses and handles the data you send for use in remarketing with Google Ads. 

To learn more about how Google uses and handles the data you send through Customer Match, read How Google uses Customer Match data. To learn more about how Google uses the data you send for conversion tracking, read How Google uses conversion event data.

How Google uses your data

Remarketing data is used to match your users to Google accounts, add users to remarketing lists, generate similar audiences, show dynamic ads, and to ensure your Google Ads remarketing campaigns comply with Google’s policies. In addition, reports containing audience data are available in your Google Ads account and any other accounts you’ve shared your audiences with.

Google may also use remarketing data to improve your campaign performance. For example, Google uses both past conversion data and remarketing data to optimize your bids for automated bid strategies, with the goal of improving your overall ROI. Remarketing data can be used to improve your performance when using certain bid and targeting strategies without requiring you to apply audiences in the campaign. Google might also use your remarketing data to identify other relevant audiences for you and to provide certain insights about the composition of your remarketing lists. Google also uses aggregated and anonymized remarketing data for the benefit of all advertisers, including, for example, improving similar audiences.

Finally, your remarketing lists won’t be shared with any third party or other advertisers without your permission, and Google won’t use your remarketing lists to advertise its own products.

How Google handles your data

Google keeps your remarketing data confidential and secure, using the same industry-leading standards used to protect the data of Google users.

Here’s how Google handles your remarketing data:

  • Access: Google uses employee access controls to protect your data from unauthorized access.
  • Sharing: Google won’t share your remarketing lists with any third party, including other advertisers, without your explicit consent. Google may share this data to meet any applicable law, regulation, legal process, or enforceable governmental request.
  • Retention: Google retains the users in your remarketing lists based on the duration you specify, which can range from 1 to 540 days. You’re responsible for complying with any duration limitations under applicable law. In some cases, Google Ads generated lists have a minimum duration of 30 days. Finally, remarketing data from tag events is stored for approximately 30 days in order to support policy compliance efforts and give you the ability to pre-populate newly created remarketing lists.

Google is committed to ensuring that the systems used to store your remarketing data remain secure and reliable, and Google has dedicated security engineering teams to protect against external threats.

Data security certifications

Privacy Shield

The US Department of Commerce has approved Google's Privacy Shield certification.

The Privacy Shield Frameworks are designed to provide a mechanism to comply with data protection requirements when transferring personal data from the European Union and Switzerland to the United States in support of transatlantic commerce. We adhere to the EU-US and Swiss-US Privacy Shield Frameworks. View our Privacy Shield certification.

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