Adding Google Ads Remarketing Tag to a site (using GTM)

Before you start

You need a Google Ads Account (using the new Google Ads interface) to be able to perform this SOP. If you don’t have a Google Ads Account set up yet, you can see how to do that in SOP 014 (web version). You should also be using Google Tag Manager to add tags to your site, you can see how to do that SOP 004 (web version)

Key steps 31 steps

1. 1 Log into your Google Ads account by going to Google Ads
2. 2 Go to your Audience Manager either by following this link, or by clicking the icon labeled "Tools" on the left sidebar, followed by “Audience Manager” under "Shared Library":
3. 3 Under the audience manager menu, click on "Your data sources" and then click on "Set up tag" under "Google Ads Tag":
4. 4 Under "Remarketing," select "Only collect general website visit data to show ads to your website visitors."
5. 5 Click "Save and continue."
6. 6 Under ‘Tag setup,’ click on ‘Use Google Tag Manager.’
7. 7 Copy your Conversion ID to your clipboard and click "Continue."
8. 8 Click "Done."
9. 9 Go to Google Tag Manager and select your account.
10. 10 We are now going to create a variable to store the Google Ads Conversion ID. Inside the account workspace, click ‘Variables’ in the left sidebar.
11. 11 Under ‘User-Defined Variables’ click “New”:
12. 12 Rename the variable by clicking on the "Untitled Virable" text. You will want to give it a name that easily identifies what this variable is - (e.g., GoogleAdsTag-CID)
13. 13 Click on ‘Choose a variable type to begin set-up.’ A list will slide from the right; scroll down and select “Constant” from the list:
14. 14 In the "Value" field, paste the Conversion ID you previously copied from the Google Ads Tag setup.
15. 15 Click "Save."
16. 16 Next, click on ‘Tags’ in the left sidebar, and click "New."
17. 17 Rename your tag.
18. 18 Click the "Tag configuration" section, and select ‘Google Ads’ from the list:
19. 19 Next, select "Google Ads Remarketing."
20. 20 In the ‘Conversion ID’ field, select the variable you created in the previous step.
21. 21 Scroll down and click on the "Triggering" section and then select ‘All pages’
22. 22 Click "Save" to finish setting up your tag.
23. 23 You should now be able to see in the top right corner at least 2 workspace changes. If so, you’re now ready to press “Submit”.
24. 24 In the Submission Configuration panel, you will be given the chance to add a name and description to this version. After you have done so, hit “Publish”.
25. 25 That’s it! You should be able to see the summary of the changes that were just made:
26. 26 In the Google Tag Manager panel, click on ‘Preview’ in the top right.
27. 27 After clicking preview, the Google Tag Assistant page will open in a new tab. In the input field, enter your website's URL and click "Connect."
28. 28 Your website will open in a new tab with the Tag Assistant notification in the bottom right.
29. 29 Go to the Tag Assistant tab on your browser. Click "Continue" on the popup.
30. 30 Scroll down to the "Output" section, you should be able to see the tag you just set up.
31. 31 Click on the tag name, and you should be able to verify the tag configuration.

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