Standard AdWords remarketing

To set up a remarketing tag, supply your AdWords Conversion ID and optional Conversion Label. To obtain the Conversion ID and Conversion Label, follow these steps:

  1. Sign in to your AdWords account at https://adwords.google.com.
    • If you use the new AdWords experience:
      1. In your AdWords account, click the Tools, Billing, and Settings menu ().
      2. Under Shared Library, select Audience Manager.
      3. From the page menu on the left, click Audience Sources.
      4. In the AdWords tag card, click Details. If you have not yet set up the remarketing tag, click Set up tag.
      5. Scroll down and expand the AdWords tag section. You should see code that looks like this:

        <!-- Global site tag (gtag.js) - AdWords: 936072730 -->
        <script async src="https://www.googletagmanager.com/gtag/js?id=AW-936072730"></script>
        <script>
          window.dataLayer = window.dataLayer || [];
          function gtag(){dataLayer.push(arguments);}
          gtag('js', new Date());

          gtag('config', 'AW-123456733');
        </script>

      6. Copy the Conversion ID from the gtag('config') statement (highlighted above). Do not include the ‘AW-’ prefix.
      7. Optional: If you have a tag-based remarketing list that uses a Conversion Label, go to the corresponding list, open the tag to view details. Under the Event snippet portion, copy the Conversion ID and label.

        <!-- Event snippet for #2 Tag based list remarketing page -->
        <script>
          gtag('event', 'conversion', {
              'send_to': 'AW-123456733/YYUjCPLJwHkQmqytvgM',
              'aw_remarketing_only': true
          });
        </script>
    • If you use the classic AdWords experience:
      1. In your AdWords account, go to Shared Library and then Audiences.
      2. Click Tag Details and select Setup.
      3. Expand the View AdWords remarketing tag and instructions section and record the Conversion ID (highlighted below).

        <script type="text/javascript">
        /* <![CDATA[ */
        var google_conversion_id = 123456733;
        var google_custom_params = window.google_tag_params;
        var google_remarketing_only = true;
        /* ]]> */
        </script>


        If you have a tag-based remarketing list with a Conversion Label,  record both the Conversion ID and Conversion Label.

        <script type="text/javascript">
        /* <![CDATA[ */
        var google_conversion_id = 123456733;
        var google_conversion_label = "vOzVCLSr3nUQmqytvgM";
        var google_custom_params = window.google_tag_params;
        var google_remarketing_only = true;
        /* ]]> */
        </script>
  2. Create an AdWords Remarketing Tag in Google Tag Manager.
    1. In Tag Manager, select New Tag and then Tag Configuration and then AdWords Remarketing.
    2. Enter the AdWords Conversion ID and optional Conversion Label in the provided fields.
    3. Choose one or more triggers in the Triggering section to specify when the tag should fire.
    4. Click Save to complete your tag setup.
  3. Important: To ensure proper tracking in all browsers, add a Conversion Linker tag with this configuration.
  4. Preview your changes, and publish when ready.

Learn more about the remarketing tag or how to set up AdWords Dynamic Remarketing.

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