Standard Google Ads remarketing

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.

To set up a remarketing tag, supply your Google Ads Conversion ID and Conversion Label (optional) from your Google Ads account. To obtain the Conversion ID and Conversion Label, follow these steps:

1. Sign in to your Google Ads account at https://ads.google.com.
   • If you use the new Google Ads experience:
     1. In your Google Ads account, click Tools ().
     2. Under Shared Library, select Audience Manager.
     3. From the menu on the left, click Audience Sources.
     4. In the Google Ads tag card, click Details. If you have not yet set up the remarketing tag, click Set up tag.
     5. Scroll down and expand the Google Ads tag section.
     6. Scroll down further and select Use Tag Manager.
     7. Copy your Conversion ID.
     8. Optional: If you have a tag-based remarketing list with a Conversion Label, go to the corresponding list, click on Tags to view tag details. Under the Event snippet, copy the Conversion Label (highlighted).
        <script>
          gtag('event', 'conversion', {
              'send_to': 'AW-123456733/AnExaMPleC0Nv3rS10nLaBel',
              'aw_remarketing_only': true
          });
        </script>
   • If you use the previous AdWords experience:
     1. In your account, go to Shared Library  Audiences.
     2. Click Tag Details and select Setup.
     3. Expand the View AdWords remarketing tag and instructions section and record the Conversion ID (highlighted).
        <script type="text/javascript">
        /* <![CDATA[ */
        var google_conversion_id = 123456733;
        var google_custom_params = window.google_tag_params;
        var google_remarketing_only = true;
        /* ]]> */
        </script>
        Optional: If you have a tag-based remarketing list with a Conversion Label,  record both the Conversion ID and Conversion Label.
        <script type="text/javascript">
        /* <![CDATA[ */
        var google_conversion_id = 123456733;
        var google_conversion_label = "vOzVCLSr3nUQmqytvgM";
        var google_custom_params = window.google_tag_params;
        var google_remarketing_only = true;
        /* ]]> */
        </script>
2. Create a Google Ads Remarketing Tag in Google Tag Manager.
   1. In Tag Manager, select New Tag Tag Configuration Google Ads Remarketing.
   2. Enter the Google Ads Conversion ID and optional Conversion Label in the provided fields.
   3. Click Triggering and choose one or more triggers 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.

3. Important: For optimal web browser compatibility, ensure that a conversion linker is enabled.

4. Preview your changes, and publish when ready.

Related resources

• Google Ads: Tag your site for remarketing
• Google Ads Dynamic Remarketing
• Google Ads conversions