Google Tag Manager
intermediate
5 min read3 steps646 views

How to Set Up Google Ads Remarketing Tag in GTM

The Google Ads remarketing tag builds audiences of your website visitors for retargeting campaigns. In GTM, create a 'Google Ads Remarketing' tag with your Conversion ID, set it to fire on All Pages, and publish. Google automatically creates remarketing lists based on visitor behaviour. You can also

Tag Implementationgoogle ads remarketing tag gtm

Quick Summary

The Google Ads remarketing tag builds audiences of your website visitors for retargeting campaigns. In GTM, create a 'Google Ads Remarketing' tag with your Conversion ID, set it to fire on All Pages, and publish. Google automatically creates remarketing lists based on visitor behaviour. You can also create custom lists based on specific page visits.

Process Flow

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Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Setup

In GTM, Tags > New > Google Ads Remarketing. Enter your Google Ads Conversion ID (format: AW-XXXXXXXXXX). Optionally add conversion label for specific page audiences. Set trigger to All Pages. Test in Preview mode and publish.
2

Custom Remarketing Lists

In Google Ads, go to Audience Manager > create new audience based on website visitors. Define rules: users who visited specific pages, spent a certain time, or completed specific actions. The remarketing tag sends page data to Google; audiences are built based on your rules.
3

Dynamic Remarketing

For e-commerce, add dynamic remarketing parameters to show users the specific products they viewed. Pass product IDs and page type via the Data Layer and include them as custom parameters in the remarketing tag.

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