Create remarketing attributes

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

In order to pass values captured by a Floodlight tag to your creative, you need to create a remarketing attribute for each custom variable you'll use. Remarketing attributes act as both as link from Campaign Manager to Studio and a place to store attribute settings, such as how many values each cookie can store, and how long cookie values should be stored.

Note: The cookie pool used with your dynamic creative only begins to build AFTER remarketing attributes are set up.

You can only select Floodlight values from the Campaign Manager advertiser that is associated with your Studio account (if the Campaign Manager advertiser has a parent Floodlight configuration, you will be able to select Floodlight values from the parent advertiser). Learn more about making associations

If you use a single Studio advertiser to push creatives to multiple Campaign Manager advertisers (by making and breaking associations), this feature is not recommended, because remarketing attributes are tied to a single Campaign Manager advertiser and will not work after breaking the association.

Limitations for self-managed remarketing attributes

  • You can create up to 5 remarketing attributes per advertiser.
  • It's not possible to create your own remarketing attributes based on specific activities (for example, filtering on category or type). Attributes created in Studio will always collect values for the entire configuration.

If the Remarketing Attributes tab is not available in your Studio dynamic profile, or if you need attributes that don't meet these limitations, contact the Google Marketing Platform support team to create remarketing attributes for you.

Add a remarketing attribute

  1. In Studio, click Dynamic Content and select your advertiser.
  2. Click Remarketing Attributes, you'll see a list of existing attributes (if there are any). 
  3. Click "Add".
  4. Enter an attribute name without spaces. (You can use underscores instead. For example, u4_departurecity).
  5. Select your Custom variable (for example, u1: productID) from the Floodlight configuration in the dropdown menu.
  6. Enter the number of values, value life span, and a description of the new attribute.
  7. Click "Save".

After you've created remarketing attributes, continue to Step 3: Manage Rules. Click Manage, then select the attributes you created above in the "Auto-filter" column for the feed's remarketing value.

Edit a remarketing attribute

  1. In Studio, click Dynamic Content and select your advertiser.
  2. Click Remarketing Attributes, you'll see a list of existing attributes (if there are any).
  3. Click the name of an attribute to edit.
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