How do I set up a remarketing tag in Google Ads properly?

1 Answer

answered Jul 31, 2025 by Isha Miller Marketing Guru (9.0k points)

To set up a Google Ads remarketing tag the right way, follow this step-by-step guide to ensure proper tracking and audience creation:

1. Access Your Google Ads Tag

Go to your Google Ads account.
Click on Tools & Settings → Shared Library → Audience Manager.
Under Audience sources, find Google Ads tag and click Set up tag (or Edit source if already started).

2. Choose Tag Type

Standard remarketing: Tracks visits to your entire website.
Dynamic remarketing: Tracks visits and product/service-specific data (needs parameter setup).

3. Install the Tag

You have two options:

Direct install: Copy the global site tag (gtag.js) and paste it between the <head> tags of every page on your website.
Google Tag Manager (Recommended):
- In GTM, create a new Tag.
- Select Tag Type → Google Ads Remarketing.
- Add your Conversion ID from the Google Ads tag setup screen.
- Choose trigger → All Pages.
- Save and publish.

4. Add Custom Parameters (Optional for Dynamic)

Add custom parameters like ecomm_prodid, ecomm_pagetype, or ecomm_totalvalue for more advanced targeting.
These are required for industries like Retail, Hotels, Flights, etc.

5. Verify Installation

Use Google Tag Assistant or Tag Assistant Companion to check if the tag is firing correctly.
You should see data populate in Audience Manager after a few hours.

6. Create Remarketing Lists

Go back to Audience Manager → Segments → + New Segment.
Set rules, e.g., “Visited checkout page but didn’t convert.”
Save and assign these lists to your ad groups

Once done, you’re ready to start showing tailored ads to people who’ve already interacted with your website.

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