Setting Up Retargeting Code - Google Tags

Create or edit your global site tag and remarketing event snippet

  1. Sign in to Google Ads.
  2. Click on the tools icon  in the upper right and click Audience Manager under the section labeled “Shared library”
  3. On the left, click Audience sources. This opens a group of sources from which you can create remarketing lists.
  4. In the “Google Ads tag” card, click SET UP TAG.
    • If you’ve already set up a tag, select Edit source from the 3-dot icon 3 dot icon in the upper right of the “Google Ads tag” card. If you’re just getting the code, skip to step 6.
  5. Select which type of data the tag will collect, standard data or specific attributes/parameters.
    • You can also choose to include the user ID parameter with the tag. Including the user ID parameter allows you to pass a user ID to the tag for each website visitor, which enables features like cross-device linking.
    • If you select specific attributes or parameters, you can choose the business type that best represents your products and services. 
    • This button will say SAVE AND CONTINUE for an existing tag.
  7. When the installation screen appears, your global site tag and event snippet will be ready for use. You can copy the code, use Tag Manager, download the tag, or email the tag to a webmaster.
    • To integrate remarketing into your site, copy the code and paste it between the <head></head> tags of the website.
    • The global site tag must be added into every page of your site. The event snippet only needs to be added into the specific pages you want to track for dynamic remarketing events.
      Note: If you have already set up the global site tag using Display & Video 360, Search Ads 360, Campaign Manager, Google Analytics or another Google Ads account, it isn’t necessary to add it to your website again. However, for both conversion tracking and remarketing to work, you’ll be required to add the config command (a piece of code that contains your conversion ID) to every instance of the global site tag right above the </script> end tag. In the following example, “AW-CONVERSION_ID” stands for your account’s conversion ID:

      gtag('config', 'AW-CONVERSION_ID)

      If you have the global site tag implemented from products other than those listed above, it needs to be customized to enable measurement with Google Ads. If you are using the old event snippet, you may be prompted to change to the new event snippet, which is recommended.

  8. Click DONE.
  9. In the following “What’s Next” confirmation screen, click DONE again.
    • Optional: If you previously added the global site tag from another Google product such as Google Analytics, make sure you add the 'config' command from the Google Ads tag (highlighted below) to every existing instance of the tag. Note that "AW-123456789" is only an example of an ID. You'll need to replace this part of the 'config' command with your accounts' conversion ID in the global site tag box.
          <script async src=""></script>
          window.dataLayer = window.dataLayer || [];
          function gtag(){dataLayer.push(arguments);}
          gtag('js', new Date());
          gtag('config', 'AW-123456789');

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