Dynamic remarketing for apps setup guide

Introduction to dynamic remarketing for apps

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimisation simpler, you’ll see the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments and exclusions is now consolidated in one place, the 'Audiences' tab within the left page navigation menu. You can also easily manage your audiences from this report page. Learn more about audience reporting
  • New terms
    We’re using new terms on your Audience report and throughout Google Ads. For example, 'audience types' (these include similar, custom, in-market and affinity) are now referred to as audience segments and 'remarketing' is now referred to as 'your data'. Learn more about the updates to audience terms and phrases

Dynamic remarketing for apps helps you tailor your messages and creatives specifically for the people who previously engaged with your app. This article provides instructions for how to set up dynamic remarketing for your app.

How to use this guide

Use this guide for an overview of how to set up dynamic remarketing for apps. More comprehensive instructions and examples are available under the Dynamic remarketing topic in the Help Centre.

Before you begin

If you’ve previously set up dynamic remarketing for web, it’s recommended to know the differences between implementing dynamic remarketing for apps and implementing dynamic remarketing for web:

Conversion tracking

You can set up in-app conversion tracking to run with dynamic remarketing for apps. However, conversion tracking for dynamic remarketing for apps isn’t compatible with conversions from app installations.

Google Ads tagging

You’re required to configure your app to send your data events in order to run dynamic remarketing for apps.

Feed

When using custom schemes, use the same feed that you used for your dynamic remarketing for web, with an additional column for Android/iOS custom scheme. When using universal links/app links, no changes are needed on the feed.

Tracking

When a user clicks on an Android or iOS deep link, Google Ads uses the app URI and ignores the tracking_template. If you need to track parameters to track deep links, you’ll need to add these parameters to the app URI in your feed. ValueTrack parameters are supported with deep linking. Learn more about ValueTrack parameters

Creatives

It’s recommended that you enable 'Responsive display ads'.

Targeting (data segments of your website visitors and app users)

Either create segments based on app_event or use the automatically created data segments (which include website visitors and app users).

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