Google Ads Remarketing tag

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 > Audience Manager.
  3. Navigate to Audience 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.
  7. In Global site settings, you will see lines of code. Spot the piece with gtag('config', AW-CONVERSION_ID);. The number after AW- is your conversion ID.

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. In the left-side menu click Create a new tag.
  4. Name the tag.
  5. Pick Google Ads Remarketing template and click Save.
  6. Paste the Google Ads conversion ID.
  7. By default, the advanced tag settings will be set for Remarketing and Respect visitor privacy will be turned on. This setting will work together with Consent Manager and the tag will fire only for visitors who consent to advertising cookies.
  8. In Tag triggers, select + Existing trigger and pick All page views, as you want to fire the global site tag on every page of your website.
  9. When done, click Save for a trigger and click Save for a tag.

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 > Audience Manager.
  3. Click + (Create remarketing list).
  4. Pick +Website visitors.
  5. Name the audience.
  6. Choose a template from the List members.
  7. Set rules for the audience. For example, URL contains /
  8. Enter an initial list size.
  9. Enter a membership duration.
  10. Enter an optional description of your audience.
  11. Click Create Audience.

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. Yet, if you wish to use richer data describing your website visitors, you can create an audience in Piwik PRO Audience Manager and export it to Google Ads.

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