Google Ads Remarketing tag

Tag Manager

When you run campaigns with Google Ads, you may want to show your ads to people who visited your website. To make it work, you need to install the Google Ads code, called the global site tag, to your website. The code adds visitors of your website to remarketing lists in Google Ads so that you could target these visitors with campaigns.

Installing the code may be difficult if you don’t have the coding skills or access to the website. By using our ready-made tag, called Google Ads Remarketing tag, you can skip manual coding and set the remarketing in Piwik PRO Tag Manager without any additional help.

Before you start

Things to know before you begin setting up the Google Ads remarketing:

  • Your remarketing lists need to have a minimum number of visitors in order for your ads to show (100 or 1000 active visitors depending on the targeted network).
  • Once you install the code to your website, people visiting your website will be automatically added to your remarketing lists based on the rules you’ve set.

Find your conversion ID

To set up website remarketing for the first time using Tag Manager, you’ll need to create a Google Ads Remarketing tag and add a conversion ID assigned to your Google Ads account. Once the tag starts working, it’ll capture information about the pages your site visitors viewed. For example, the page URL or page title. This information will be then available to you in Google Ads and you will be able to use it to create remarketing lists.

To find the conversion ID, follow these steps:

  1. Log in to Google Ads.
  2. Go to Tools and settings > Shared library.
  3. Navigate to Audience manager > Your data sources.
  4. In the Google Ads Tag card, click Set up tag. If you already have a tag set up click Details, scroll down until you see a Tag setup section and move on to step 6.
  5. Select which type of data the tag will collect and click Create and continue.
  6. When the installation screen appears, your global site tag will be ready for use. Click Instal the tag yourself.
    Google remarketing tag in Tag Manager in Piwik PRO
  7. In Global site tag, you will see lines of code. Spot the piece with gtag('config', AW-CONVERSION_ID);. The number after AW- is your conversion ID.
    Google remarketing tag in Tag Manager in Piwik PRO

Set up the remarketing tag

Once you have your conversion ID, you can define the remarketing tag.

To set up the Google Ads Remarketing tag, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Tag Manager.
  3. Click Add a tag.
  4. Name the tag and select the following type: Google Ads Remarketing.
  5. Click Next.
  6. Paste the Google Ads conversion ID.
    Google remarketing tag in Tag Manager in Piwik PRO
  7. In Advanced tag settings, choose Consent type. Set it up if you use a consent form on your site. This tag will fire only for visitors who accept the selected consent type.
  8. Respect opt-out and DNT is turned on by default. Leave it as is, if you want to respect visitors who set Do-Not-Track in their browsers, or visitors who opt out of tracking using our opt-out form.
  9. In Flight dates, set the date and time when the tag is fired.
  10. In Tag triggers, click Choose existing trigger and pick All page views because you want to fire the global site tag on every page of your website.
  11. When you’re done, click OK for the trigger.
  12. Click Save for the tag.
  13. Test your tag in debug mode.
  14. When you’re happy with how the tag works, click Publish.

Create a remarketing list in Google Ads

With this setup, the tag will collect information about visitors from the whole website and pass the data to Google Ads. In Google Ads, you will be able to create a new remarketing list using conditions like page URL, referrer URL, or event.

To create a new remarketing list in Google Ads, follow these steps:

  1. Log in to Google Ads.
  2. Go to Tools and settings > Shared library.
  3. Navigate to Audience manager > Segments.
  4. Click + Create remarketing list.
    Creating a new remarketing list
  5. Pick +Website visitors.
  6. Name the segment.
  7. Choose a template from the Segment members.
  8. Set rules for the segment. For example, URL contains /
    Setting rules for the segment.
  9. Choose between pre-filling the segment or starting with an empty one.
  10. Enter membership duration.
  11. Enter an optional description of your segment.
  12. Click Create segment.

Once the list is ready, you can use it to create a new campaign or ad groups in Google Ads. You can create as many remarketing lists as you like.

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