Everything You Need to Know About the Google Dynamic Remarketing Tag

By Tinuiti Team

Google Dynamic Remarketing tagRetargeting is a form of online advertising that targets shoppers who have already visited an online store. Merchants re-target or re-market shoppers who have already been to their site.

Google’s retargeting program, Google Dynamic Remarketing enables Google advertisers to retarget on the Google Display network.

Advertisers create product and site specific ads  for shoppers who have:

Setting up a remarketing campaign involves using a piece of site code (sometimes called a pixel or tag) which drops a cookie on browsers who visit your site- and tracks shopping and click behavior so advertisers can optimize ad placement and bids.

Before you set up a Google Dynamic Remarketing campaign, you’ll need to set up the Dynamic Remarketing tag.

Google Dynamic Remarketing Tag

In order to track user behavior, the Dynamic Remarketing Tag needs to be on every page of your site. Below are some of the major elements of the Google Dynamic Remarketing tag you should share with your developer:

Here is an example of what the Google Dynamic Remarketing Tag looks like: 

<script type=”text/javascript”>
var google_tag_params = {
ecomm_prodid: ‘REPLACE_WITH_VALUE’,
ecomm_pagetype: ‘REPLACE_WITH_VALUE’,
ecomm_totalvalue: ‘REPLACE_WITH_VALUE’
<script type=”text/javascript”>
/* <![CDATA[ */
var google_conversion_id = xxxxxxxx;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
<script type=”text/javascript” src=”//”>
<div >
<img height=”1″ width=”1″ alt=”” src=”//″/>

Custom Paramaters

Google’s Dynamic remarketing tag tracks  site user behavior to document shopping variables such as page views, product views and site activity. When setting up the Google Dynamic Remarketnig tag, advertisers need to identify variables so Google can populate that information within AdWords including:

To add custom paramaters to the Google Dynamic Remarketing tag, include your site specific variables in the remarketing tag:

<script type=”text/javascript”>
var google_tag_params = {
ecomm_prodid: ‘REPLACE_WITH_VALUE’,
ecomm_pagetype: ‘REPLACE_WITH_VALUE’,
ecomm_totalvalue: ‘REPLACE_WITH_VALUE’
Send as many additional custom paramaters as possible using the tag. Some paramaters you might consider include:
  • product category
  • value
  • quality
  • visitor page


Verify Google Dynamic Remarketing Tag

1.Check that your Remarketing tag is working in AdWords 

2. Use Chrome Tag Assistant to validate tracking

Next Step: Set up Google Dynamic Remarketing Ads

Learn how to set up Google Dynamic Remarketing Ads, best practices when setting up ads and how to increase conversions with Dynamic Remarketing:

Google Dynamic Remarketing Guidebook

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