Google has just announced that its GA tracking code will allow AdWords customers to create remarketing lists using Google Analytics. Here is what the official statement said:

“We’ll be rolling this beta feature 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. Once the feature is available to you, you can learn about the steps to enable it in your account by clicking on the “Admin” tab in the upper right corner of Google Analytics, then look for the tab for “Remarketing Lists.””

Remarketing is an extremely streamlined way to broaden your reach and to boost your conversion rate. Google has just made easier to take advantage of your current Google Analytics data to turn visitors into paying customers.

Let’s assume your online store sells a variety of gifts, and it’s nearing Valentine’s Day. To reach customers who are early in their search process and move them to purchase,  you can define a remarketing list that includes visitors who have come to your site multiple times (say, more than four visits), and have visited both your “gifts for her” page and your “ jewellery” page. You can also focus on customers who first came to your site after clicking through a certain ad campaign. Set up your custom list using visitor segments, check how many visitors are on your list, and then activate a campaign on the GDN to show ads highlighting your best selling gifts.

Predefined Visitor Segments

When you create your remarketing lists, you can use one of three predefined visitor segments, or you can use a fourth option to define your own segment of visitors:

  • All visitors to your site
  • Visitors to a specific page or area of your site
  • Visitors who completed a specific conversion goal
  • Visitors who match the criteria of a Visitor Segment

Any remarketing list that you create in Analytics and then make available to an AdWords account thereafter functions in AdWords in the same fashion as any remarketing list created within AdWords. A remarketing list must include a minimum of 100 unique _utma cookies in order for the Google Display Network to serve ads to that list.

Why use Remarketing with Google Analytics?

  • Connect with exactly the right customers using rich online insights
  • Deliver targeted GDN ads based on your specific customer segments
  • Create and edit sophisticated lists with ease in our intuitive interface

Change Tracking Code

If you choose to enable Remarketing with Google Analytics, then the update to the Analytics tracking code involves replacing only a single line of the code. Once you have made that change, Google Analytics collects the information it normally does, as well as the DoubleClick cookie when that cookie is present. The DoubleClick cookie enables remarketing for products like AdWords on the Google Display Network.

To implement remarketing, replace the bold text in this example:

<:script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxx-y']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; 

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

var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>

with the bold text in the example below:

<:script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxx-y']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; 

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

var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>

Privacy Policy

If you are going to implement this then you are required to update your privacy statement as well. You should take the following steps:

  • Follow the Google AdWords Remarketing Policy and its sensitive category restrictions.
  • Disclose in your privacy policy:
    • How you’re using remarketing to advertise online.
    • How third-party vendors, including Google, show your ads on sites across the Internet.
    • How you and third-party vendors, including Google, use first-party cookies (such as the Google Analytics cookie) and third-party cookies (such as the DoubleClick cookie) together to inform, optimize, and serve ads based on someone’s past visits to your website.