Martech: Martech is Marketing Logo
  • Topics
    • Customer & Digital Experience
    • Digital Transformation
    • Data
    • Marketing Management
    • Marketing Operations
    • Performance Marketing
    • Special Reports
    • All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Data » Remarketing Now Available With Google Analytics

Remarketing Now Available With Google Analytics

Today Google Analytics announced that its tracking code will now enable AdWords customers to create remarketing lists based on certain audiences or users that show interest in specific products. This means that instead of adding the remarketing tag, websites that use Google Analytics can use their code. If you are not acquainted with the remarketing […]

Daniel Waisberg on July 27, 2012 at 11:00 am | Reading time: 3 minutes

Today Google Analytics announced that its tracking code will now enable AdWords customers to create remarketing lists based on certain audiences or users that show interest in specific products. This means that instead of adding the remarketing tag, websites that use Google Analytics can use their code. If you are not acquainted with the remarketing feature, here is a short explanation taken from an AdWords help article:

Remarketing is a feature that lets you reach people who have previously visited your site, and show them relevant ads when they visit other sites on the Google Display Network. When people leave your site without buying anything, for example, remarketing helps you connect with these potential customers while they browse other websites. You can even show them a compelling message or offer that will encourage them to return to your site and complete a purchase.

The feature will be rolled out in waves by the end of the summer to all Google Analytics users who are account administrators with at least one linked Google AdWords account. Below is a screenshot on where you will find it once you have access to it:

Google Analytics Remarketing

Requirements For Using Remarketing With Google Analytics

  • Agree to the Google Analytics Terms of Service (please make sure to review them fully as they may have changed since you last viewed them).
  • Agree to the Google Analytics for Display Advertisers Policy.
  • Update your privacy policy and include an appropriate description of your use of remarketing in online advertising.
  • Update your Analytics tracking code by adding a single line.
  • Have at least one active Google AdWords account that is linked to your Analytics account, and be an Admin on that Google Analytics account.

When you create a remarketing list, you can share it with a single AdWords account. If you want to use the list in more than one AdWords account, then you need to recreate the list for each account.

Change To Code Snippet And Privacy Policy Required

According to a help article, only one line of code needs to be changed on the standard Google Analytics tracking code in order to make it work. According to them, after the change Google Analytics will also collect information from the DoubleClick cookie when that cookie is present; the DoubleClick cookie enables remarketing for products like AdWords on the Google Display Network.

Important to note that it is recommended that websites update their privacy policy following these guidelines once the change is made.

In terms of code, look for the following line

ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + 'google-analytics.com/ga.js';

And replaced it with

ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js';

Closing Thoughts

This is great news for Adwords users as it provides a simplified way to use the Remarketing feature, without the hassle of code updates. It is also great news to Analytics users as Google is pushing the use of Analytics even stronger than before. We can see a pattern where Google is trying to use the Google Analytics code (which is found in over 10 million websites) to enable additional products (just like they did with Content Experiments). This is a very interesting trend.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    TransUnion partners with Canvas Worldwide to boost omnichannel CX
    A new way to find the tech talent you need 
    The only two things that matter in marketing
    How marketers are preparing for the future of in-game ads
    How CDPs transform donor experience for a nonprofit organization

About The Author

Daniel Waisberg
Daniel Waisberg has been an advocate at Google since 2013. He worked in the analytics team for six years, focusing on data analysis and visualization best practices; he is now part of the search relations team, where he's focused on Google Search Console. Before joining Google, he worked as an analytics consultant and contributed to Search Engine Land & MarTech.

Related Topics

DataPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.