Echo remarketing

This feature isn't enabled for all accounts. To enable it, contact Google Marketing Platform customer support.

Echo remarketing is an advertising strategy that connects a user's actions on a site back to a dynamic creative. For example, if a user searches for a flight from SFO to JFK, the ad shows that user an offer for SFO-JFK flights.

Echo remarketing doesn’t require a feed, unlike product level remarketing. Custom variable values passed from your website are mapped with the creative directly–no previous matching is required. Echo remarketing is set up in Studio using profile fields.

Add values using profile fields

Set up profile fields and enter the default values for each custom variable you're using for echo remarketing. These default values will be used if there's no existing information from the custom variables (for example, when the user loads a browser with no existing information).

A single campaign can use up to 100 custom variables.

Rules for valid values

Duplicate values are ignored

Only unique values are stored in remarketing.


If the values to store are:

  • Morning
  • Afternoon
  • Morning

Remarketing will only store:

  • Afternoon
  • Morning
Forbidden or invalid values will serve the default instead

The following values will not be passed back to the creative:

  • SSN (123-45-6789 or 123-456789 or 123 45 6789 or any other similar combination)
  • Credit card numbers (1234 5678 9012 3456 or 1234-5678-9012-3456 or any other similar combination)
  • Any number with more than 8 digits (1234567890 or 1234567890123456789)
  • Date values without a year (mm/dd or dd/mm or similar combinations)
  • Special characters (& ‘ “ and so on) 

When one of these invalid value is detected, the default value will serve instead.

Full list of supported values in custom variables

Characters and dates in echo remarketing custom variable values

Character limits

Custom variable values have a maximum length of 120 characters, but numbers must be less than 9 digits.

Acceptable characters

  • Unicode letters
  • Spaces
  • Underscores _
  • Numbers
  • Percent signs: %
  • Limited punctuation marks: : . , ! ?

Acceptable date formats

  • Dates must include a four digit year
  • The month and day can be one or two digits
  • Separator characters can be a slash, dot, space, or dash

Example values


  • test_123
  • abc_αβγ
  • 03/14/2015
  • 14.3.2015
  • 3 14 2015
  • 14-3-2015
  • 03/2015
  • 14/03/2015
  • 2015/03
  • 2015/03/14
  • abc-123
  • 15/14/3


What is the difference between product-level and echo remarketing?

Product level remarketing works with a feed. Custom variable values are matched with content in a feed uploaded to your Studio Dynamic profile.

Echo remarketing doesn’t require a feed. Custom variable values passed from your website are passed directly to the creative–no previous matching is required. Echo remarketing is set up using profile fields in Studio.

I want to switch to echo remarketing after using product level remarketing. Can I use the same attributes?

Yes, you can use the same attribute IDs. These attributes store the same information. The difference with echo remarketing is that the values are not matched against a feed; they're taken directly from the custom variables.

Can I use echo data in conjunction with feeds?

Yes. You may want to use one variable to be matched against a feed and one variable to be used directly from the custom variable. For example, a travel company may match the information from origin or destination against a feed, but then use information regarding travel dates from the custom variables.

Instead of showing one echoed value, my creative is showing multiple values separated by commas. How can I fix this?

This behavior is expected. To fix it, modify the code snippet provided in Studio's Generate Code step.

Currently the automatically generated snippet suggests accessing the remarketed variable like this:


Instead, use the following snippet to access the latest value stored in the cookie:


Use the same approach to access older values (if available):

dynamicContent.Profile[0].yourVariable[1] (for the 2nd to last value)
dynamicContent.Profile[0].yourVariable[2] (for the 3rd to last value)

and so on...

Alternatively, you can also set the value to retain to 1.

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