Add The Google Dynamic Remarketing Tag To Your Site

By Tinuiti Team

Dynamic Remarketing tag cookie

The coolest thing about Google Dynamic Remarketing are the cookies. Unlike the cookie monster, Google waits on no cookie. 

Google’s remarketing tag places cookies to track online shoppers, and remarket to them.

To allow Google to place that remarketing cookie, you need to add the Dynamic Remarketing tag to your website.

What The Google Dynamic Remarketing Tag Collects

The Google Dynamic Remarketing tag places cookies to monitor user behavior and record the pages they view as well as the type of product page visited (e.g product page, shopping cart page, purchase page, general site visit).

Google Dynamic Remarketing Tag Rules

Before you start setting up your Google Dynamic Remarketing tag, take a second to review Google’s policies:


Google Dynamic Remarketing Tag Setup

Other factors to consider when setting up your Google Dynamic Remarketing tag are:

    • Custom remarketing tag paramaters (product id, page type, total value) are optional, but are the only way to track dynamically (so you should be including these)
    • To add the Google Dynamic Remarketing tag to your site, add the code at the bottom of each page on your site (or selected pages), following the final body tag of your code which should look like this: </body>


Google Dynamic Remarketing Tag Example

Here is Google’s example remarketing tag.

Note: The bold text below represents Google’s optional custom parameters.

<script type=”text/javascript”>
var google_tag_params = {
ecomm_prodid: ‘2345’,
ecomm_pagetype: ‘homepage’,
ecomm_totalvalue: ‘80.00’
<script type=”text/javascript”>
/* <![CDATA[ */
var google_conversion_id = XXXXXXXXXX;
var google_conversion_label = “YYYYYYYYYY”;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
<script type=”text/javascript” src=”//”>
<div style=”display:inline;”>
<img height=”1″ width=”1″ style=”border-style:none;” alt=”” src=”//;label=YYYYYYYYYY&amp;guid=ON&amp;script=0″/>

Google Dynamic Remarketing Custom Parameters

(Bolded in the example code above)

Basic Tag Paramater Product Attribute Label In the Above Example Product Example
ecomm_prodid Product Id 2345 MPN, GTIN, UPC
ecomm_pagetype Page Type homepage Homepage, Product page, category page, cart page, etc.
ecomm_totalvalue Total 80.00 Product Price Total

Remember these variables are optional, but without them you aren’t going to be able to track product pages visited.

You can also customize your remarketing tag further for other site sections and pages.

What Do I Need To Know When Setting Up My Google Dynamic Remarketing Tag?

If you aren’t a coding person, here are some general tips to help you set up your Google remarketing tag:


Is My Google Dynamic Remarketing Tag Working?

Once you’ve added your Google Dynamic Remarketing tag, you’ll want to make sure its set up properly.

Google Tag Assistant

Google Tag Assistant is a chrome extension which identifies whether pages on your site have the Google Dynamic Remarketing code, how to improve existing tags, and if remarketing tags have any critical errors.

Google Remarketing Tag Section In AdWords

Another easy way to make sure you Google Dynamic Remarketing tag is working properly is to view Audiences in your AdWords account and validate your remarketing tag.

To do this, login to your AdWords account, and select Shared Library:

Google Dyanmic Remarketing tag verify: Shared library


Then select Audiences> View :

Google Dynamic Remarketing Tag AdWords>Audiences> View


In the upper left hand section of this page you’ll see a Remareting Tag box:

Google Dynamic Remarekting tag: AdWords>Audiences> Remarketing tag box


The Remarketing tag box shows you whether your tag is set up, if its working and any issues with custom paramaters:

Google Dynamic Remarketing tag details

If you select View tag details:

Google Dynamic Remarekting tag: Remarketing tag> View tag details

You will see a breakdown of current tag parameter issues:

Remarketing tab> remarketing tag details> remarketing tag issues

And you also have the option to email a report:

Remarketing tag> remarketing tag issues> remareketing tag report

Now that you’ve got your remarketing tag set up, you can get started with setting up your Google Dynmamic Remarketing Campaign.



Want to Learn More About Google Dynamic Remarketing?

Check out the Google Dynamic Remarketing Guide Book! 


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