Remarketing is a powerful tool for businesses to reach their target audience with tailored messages. Google Ads remarketing tags are an important part of this process, allowing you to target users who have already interacted with your website or app. In this blog post, we’ll explain how Google Ads remarketing tags work and when they trigger.

What Is a Google Ads Remarketing Tag?

A Google Ads remarketing tag is a piece of code that you place on your website or app. This code allows you to track visitors who have interacted with your site or app, so that you can show them targeted ads on the Google Display Network (GDN).

How Does the Remarketing Tag Work?

When someone visits your website or uses your app, the remarketing tag places an anonymous cookie in their browser. This cookie contains information about what pages they visited and what actions they took on your site or app. When they leave your site, the cookie stays in their browser until it expires (typically after 30 days).

When the user visits another page on the GDN that has enabled display ads from advertisers using Google Ads, those advertisers can then use the data from the cookie to serve relevant ads to that user based on their past interactions with your website or app. For example, if someone visited a product page but didn’t purchase anything, you could show them an ad for that product later when they visit another page in the GDN network.

Does The Remarketing Tag Only Trigger When Cookie Matches Conversion ID?

No – while it’s true that conversion IDs are used by some advertisers as part of their targeting strategy for display ads (for example, targeting users who have already completed a purchase), it’s not necessary for all campaigns. The remarketing tag will still trigger even if there is no conversion ID associated with it – as long as there is an active cookie associated with a user who has previously interacted with your website or app.