Process Flow
Animated overview of the full workflow
TL;DR
The Google Ads remarketing tag builds audiences of your website visitors for retargeting campaigns. In GTM, create a 'Google Ads Remarketing' tag with your Conversion ID, set it to fire on All Pages, and publish. Google automatically creates remarketing lists based on visitor behaviour. You can also create custom lists based on specific page visits.
Step-by-Step Guide
Follow these 3 steps to complete this guide
- 1
Setup
In GTM, Tags > New > Google Ads Remarketing. Enter your Google Ads Conversion ID (format: AW-XXXXXXXXXX). Optionally add conversion label for specific page audiences. Set trigger to All Pages. Test in Preview mode and publish.
- 2
Custom Remarketing Lists
In Google Ads, go to Audience Manager > create new audience based on website visitors. Define rules: users who visited specific pages, spent a certain time, or completed specific actions. The remarketing tag sends page data to Google; audiences are built based on your rules.
- 3
Dynamic Remarketing
For e-commerce, add dynamic remarketing parameters to show users the specific products they viewed. Pass product IDs and page type via the Data Layer and include them as custom parameters in the remarketing tag.
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