How to Set Up Google Ads Remarketing Tag
The Google Ads Remarketing Tag helps you show ads again to people who have already visited your website. This is one of the most effective ways to increase conversions, recall your brand, and reduce ad costs.
What Is a Google Ads Remarketing Tag?
A remarketing tag is a small piece of code provided by Google Ads.
Once installed on your website, it:
- Tracks visitors
- Stores them in remarketing lists
- Allows you to show ads to them later on Display, YouTube, and Demand Gen campaigns
In simple words:
It remembers your website visitors so you can advertise to them again.
Why Remarketing Tags Are Important
Using a remarketing tag helps you:
- Reach users who already showed interest
- Increase conversion rates
- Lower cost per conversion
- Improve brand recall
Recover lost leads and abandoned users
How the Remarketing Tag Works
- A user visits your website
- The Google Ads tag records this visit (without personal details)
- The user is added to a remarketing list
- When the user browses YouTube or other sites, your ad can appear
Only users who visited your site will see your remarketing ads.
How to Set Up Google Ads Remarketing Tag
Step 1: Open Audience Manager
- Log in to Google Ads
- Click Tools & Settings
- Go to Audience Manager
- Select Your data sources
Step 2: Choose Google Ads Tag
- Click Google Ads tag
- Select Set up tag
- Choose how you want to install it:
- Install the tag yourself
- Use Google Tag Manager
- Email the tag to your developer
- Install the tag yourself
Step 3: Copy the Remarketing Tag Code
- Google will generate a global site tag
- Copy the full code snippet
This is the main tracking code.
Step 4: Install the Tag on Your Website
You have two common options:
Option 1: Direct Website Installation
- Paste the tag inside the <head> section of all pages
- Best for small or static websites
Option 2: Google Tag Manager (Recommended)
- Add a new tag in GTM
- Choose Google Ads Remarketing
- Enter your conversion ID
- Trigger: All Pages
This method is cleaner and easier to manage.
Step 5: Verify the Tag
- Go back to Audience Manager
- Check tag status
- Use Google Tag Assistant if needed
Once verified, status will show “Active”.
Real-Life Example
Example: E-commerce Website
Scenario:
1000 people visit a product page
Only 30 purchase
With Remarketing Tag:
- Remaining 970 visitors added to remarketing list
- Ads shown on YouTube & Display
- Offer reminder or discount shown
Result:
- Higher return visits
- Increased conversions
- Lower cost per sale
Where You Can Use Remarketing Audiences
Remarketing lists can be used in:
- Display campaigns
- YouTube video campaigns
- Demand Gen campaigns
- Performance Max campaigns
Not available directly for Search ads (except RLSA in supported formats).
Best Practices for Remarketing Tag Setup
- Install tag on all pages
- Use different audience lists for different intents
- Don’t set very long membership duration initially
- Combine remarketing with conversion tracking
Common Mistakes to Avoid
❌ Tag installed only on one page
❌ No audience list created after tagging
❌ Very small audience size
❌ Ignoring consent mode (for GDPR regions)