Use Google Ads remarketing to re-engage with potential customers by adding your
website and app visitors to remarketing lists. You can then target these lists
with ads. Before you get started with this tag, we recommend that you learn more
about how this feature works in the [Google Ads help center](https://support.google.com/google-ads/answer/2453998).

## Remarketing methods

Decide which type of remarketing suits your business needs and which
tagging method you would like to set up. There are two types of remarketing:

- **Standard remarketing** allows you to show ads to people who have previously visited your website or used your mobile app. This article focuses on standard remarketing.
- **Dynamic remarketing** allows you to take a step further in remarketing by showing your visitors an ad with the specific product they had previously viewed on your site. This will require you to create a data feed. To get started with dynamic remarketing, see [Dynamic Remarketing](https://developers.google.com/tag-platform/devguides/dynamic-remarketing) instead.

Once you have determined the type of remarketing you would like to set up, choose the
tagging method that is most suitable for your website:

- **Google Ads remarketing:** If you're looking to enable basic remarketing only, the Google Ads tag is recommended. If you already run Remarketing Lists for Search Ads on your site, you can continue to use the same tag. You can create remarketing lists based on web page URLs or custom parameters. This method allows you to set up remarketing by placing a remarketing tag directly on your website.
- **Google Analytics remarketing:** The advantage of Google Analytics remarketing is that you can target more specific audience lists, e.g. users in a particular region, users who completed a specific goal, etc. With Google Analytics installations with **[Google Signals](https://support.google.com/analytics/answer/7532985) or
  [Advertising Features](https://support.google.com/analytics/answer/3450482)** enabled, you most likely will not need to make any changes to the code already implemented on your website.

Google Ads and Google Analytics remarketing methods support both the Google tag
and Google Tag Manager setups.

### Standard Remarketing with Google Ads

To set up remarketing with Google Ads, create a new tag or retrieve the
conversion ID for remarketing by following these instructions:

### Google Tag Manager

- Get the conversion ID from Google Ads.
  1. In Google Ads, click ![](https://fonts.gstatic.com/s/i/googlematerialicons/build/v6/gm_grey-18dp/1x/gm_build_gm_grey_18dp.png) **Tools and Settings** \> **Shared Library: Audience Manager**
  2. Click **Audience Sources**
  3. On the "Google Ads tag" card, click **Details**.
  4. Click **Tag setup**.
  5. Click **Use Google Tag Manager**.
  6. Copy the Conversion ID.
- Create a new tag in Google Tag Manager. Select the "**Google Ads Remarketing** " tag type.
  1. Select **New Tag** \> **Tag Configuration** \> **Google Ads Remarketing**.
  2. Enter your Google Ads Conversion ID.
  3. Click **Triggering** and choose one or more [triggers](https://support.google.com/tagmanager/topic/7679108) to specify when the tag should fire. For example, select a trigger that fires on *all pages* if you want to add a remarketing tag to every page of your website.
  4. Click **Save** to complete your tag setup.
  5. Important: If you are using a Google tag instead of a destination tag, ensure that a [conversion linker](https://support.google.com/tagmanager/answer/7549390) is enabled for optimal web browser compatibility. If you connect to Google destinations directly using destination tags, the behavior conversion linkers provided is handled automatically. To adjust the default behavior, use the settings tab of your Google Tag Manager container or update your destination tag settings.
  6. [Preview](https://support.google.com/tagmanager/answer/6107056) your changes, and [publish](https://support.google.com/tagmanager/answer/6107163) when ready.

**Important:** Remarketing tags do not usually require a '*conversion label*'.

### gtag.js

**For existing Google tag installations:** You don't need to make any changes
to your existing installation as long as you have an ID with a prefix of "G"
or "AW".

**For sites that don't yet have a Google tag:** In Google Ads, set up the
Google tag and set the tag to "*Collect standard data available from
this data source* ". [Learn how](https://support.google.com/google-ads/answer/7540515)

Copy the new remarketing tag and paste it between the `<head></head>` tags of
your website.

**Tag example:**

    <!-- Google tag (gtag.js) -->
    <script async src="https://www.googletagmanager.com/gtag/js?id=TAG_ID"></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
      gtag('js', new Date());

      gtag('config','TAG_ID');
    </script>

You will only need to use a conversion label for remarketing if you selected to
create a list with a specific tag. Do not use your conversion action's label in
your remarketing tag.

### Standard Remarketing with Google Analytics

Remarketing with Google Analytics relies on an audience definition based on the
dimensions and metrics that are available in Analytics when you [enable
Advertising Features](https://support.google.com/analytics/answer/2444872).

To set up remarketing with Google Analytics, you need the following:

- A Google Analytics tag on your website.
- Linked Google Ads and Google Analytics accounts. When linking your accounts, you'll need administrative access to the Google Ads account and edit access to the Google Analytics account. [Learn how to link your Ads and Analytics
  accounts](https://support.google.com/analytics/answer/1033961).
- Enable Remarketing and Advertising Features in Google Analytics. To do this, modify your [Google Analytics property setting](https://support.google.com/analytics/answer/2444872#propsettings).
- [Create an audience](https://support.google.com/analytics/answer/2611268#create) for remarketing in Google Analytics and [share it](https://support.google.com/google-ads/answer/6209127) with your Google Ads account.

Once the above steps are complete, follow the tagging steps below for your
platform:

### Tag Manager

1. In Tag Manager, navigate to your current Google Analytics tag.
2. Under **More settings \> Advertising** , set **Enable Display Advertising
   Features** to `true`.

### gtag.js

To enable remarketing features for installations of the Google tag, modify the
[Google Analytics property setting](https://support.google.com/analytics/answer/2444872#propsettings). No tag changes are necessary.

[Learn more about how to add products to existing tags](https://support.google.com/google-ads/answer/2476688)