> For the complete documentation index, see [llms.txt](https://docs.adpage.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adpage.io/integrations-marketingtools/google-ads/setting-up-google-ads-remarketing.md).

# Setting up Google Ads remarketing

How to set up Google Ads remarketing in the Google Tag Manager server container

You can set up two types of retargeting tags on your Google Tag Manager server container. One tag handles retargeting based on visited pages, the other handles retargeting based on the eCommerce steps a visitor completes in your webshop.

{% hint style="warning" %}
If you set up retargeting server-side, make sure the same retargeting is no longer running client-side. Running both at once causes duplicate collection. Remarketing can run entirely and exclusively through the server container.
{% endhint %}

### page\_view retargeting

The Google Ads Remarketing tag on page\_view in your server container builds remarketing lists of website visitors, so you can show them targeted ads in Google Ads later. Setting this up server-side gives you better match rates, longer cookie lifetimes, and less dependency on third-party cookies.

1. Open your Google Tag Manager server container.
2. Create a new tag.
3. Select **Google Ads Remarketing** as the tag configuration.
4. Enter your **Conversion ID**.
5. Choose the **All Pages** trigger.
6. Save the tag.

<figure><img src="https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2FhRBPZ2X3f0yZ04xiStGd%2Fimage.png?alt=media&amp;token=b3149733-f365-43e9-bbf0-b40e2e28d153" alt=""><figcaption></figcaption></figure>

### eCommerce retargeting

The Google Ads Remarketing tag for eCommerce sends dynamic product and behavioural data (event name, value, product IDs, page type) to Google Ads, allowing you to show visitors targeted product ads based on the products they viewed. Visitors who viewed a specific product will then automatically see ads for that same product or similar ones.

1. Download this [JSON file](https://adpage.b-cdn.net/GTM-Templates/server-GADS-retargeting.json).
2. Open your Google Tag Manager server container.
3. Import the **JSON file** you just downloaded. This loads 3 variable templates.
4. Create a new tag.
5. Select **Google Ads Remarketing** as the tag configuration.
6. Enter your **Conversion ID**.
7. Tick **Send event data for dynamic remarketing**.
8. Under **Data source**, select **Custom configuration**.
9. For **Event name**, enter the {{Event Name}} variable. For **Event value**, enter your value variable. Don't have one yet? Create it as shown in the screenshot below.

<figure><img src="https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2FRX6Y7bWeJCWXKzSLY1Pl%2Fimage.png?alt=media&amp;token=ee65cd74-7ad1-49b5-9aab-247116c6fa03" alt=""><figcaption></figcaption></figure>

10. Select **Provide custom parameters** and select **Custom configuration** as the data source.
11. Enter the following parameters below

| Parameter                  | Value                         |
| -------------------------- | ----------------------------- |
| `google_business_vertical` | retail                        |
| `id`                       | {{Ecom ids}} variable         |
| `ecomm_prodid`             | {{Ecom ids}} variable         |
| `ecomm_totalvalue`         | {{Ecom total value}} variable |
| `ecomm_pagetype`           | {{Ecom page type}} variable   |

<figure><img src="https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2Fpr2XAgkhioSx7yEolbhB%2Fimage.png?alt=media&amp;token=f1df43d3-5754-434f-a041-9f09ef50dc04" alt=""><figcaption></figcaption></figure>

12. Create a new trigger. Click **Triggering**, then the blue plus icon in the top right.
13. Select the grey **Custom** option as the trigger configuration. Add these two conditions:

* `{{Client Name}}` variable **equals** `GA4`
* `{{Event Name}}` variable **matches RegEx** `view_item_list|view_item|add_to_cart|purchase`

<figure><img src="https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2FHLQsbCTSuK5SmIaSXVMU%2Fimage.png?alt=media&amp;token=e857eadd-631f-4001-9316-405d042df14a" alt=""><figcaption></figcaption></figure>

14. Save the trigger and the tag.

***

### Validating Google Ads remarketing

There are two ways to validate your setup: directly in Google Ads (historical data) and via Google Tag Assistant (live testing).

#### Method 1: Live testing with Google Preview Mode

1. Open Google Tag Manager's preview mode in both the GTM web & server container.
2. Enter the URL of your webshop. A new tab opens with your website.
3. Perform the following actions on your website to trigger the four events:
   * View a category page (`view_item_list`)
   * Click through to a specific product (`view_item`)
   * Add the product to the cart (`add_to_cart`)
   * Optional: place a test order (`purchase`)
4. Check the server container's preview mode for the incoming requests. Open the Google Ads retargeting tag that fired on the 4 events described above. All of these tags should contain the correct values, item IDs, etc.&#x20;

#### Method 2: Check in Google Ads (Audience manager)

In Google Ads you can see exactly which parameters and events are coming in from your website.

1. Log in to your Google Ads account.
2. In the left menu, click **Tools** (or the wrench icon) → **Shared library** → **Audience manager**.
3. Check whether your remarketing lists are filling up.

<figure><img src="https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2FXhAQlB3UcFWYzQA53Zos%2Fimage.png?alt=media&amp;token=1a07b6d1-5125-451f-a8cc-16d6d410a599" alt=""><figcaption></figcaption></figure>

***

### Troubleshooting

**The lists in Audience manager stay at "0"** It can take 24 to 48 hours before newly implemented tags show data in the Google Ads graphs. If Tag Assistant (Method 2) shows the data being sent correctly, there's nothing to worry about, it's a matter of patience.

**Network size shows "Not available"** A list can only actively target advertisers once it contains at least 100 active users (for Display/YouTube) or 1,000 users (for Customer Match) within the past 30 days.

**Error: "IDs do not match feed"** The tag works, but the product ID on the website (e.g. `SKU-123`) differs from the one in the Merchant Center feed (e.g. `123`). Adjust this in your tag settings (for example in Google Tag Manager) so the two stay in sync.


---

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