Dynamic Remarketing Code Setup – Google Tag Manager & Analytics

Dynamic Remarketing Code Setup Methods

This is 2nd part for dynamic remarketing setup. For prior part,


Kindly Check Adwords Dynamic Remarketing: Complete Setup Guide For All Websites,


where I have explained

  • How To Link Adwords & Analytics accounts?
  • How to Preview Dynamic Remarketing Ads?
  • Some Myths about Dynamic Remarketing

There are various methods to implement dynamic remarketing. Here is the hierarchy of most of the methods used.

Dynamic Remarketing Hierarchy - Digishuffle


We will be looking at Google Tag Manager —> Analytics method to implement dynamic remarketing.


Dynamic Remarketing using Google Tag Manager & Analytics

Step 1:

  • There are 3 custom parameters, you can implement
    • Product ID [Required]
    • Page Type [Optional]
    • Total Value [Optional]
  • These parameters are used as a condition to create remarketing list in Adwords.
  • You are free to pass other values in optional attributes as per your needs.
  • In Analytics, go to Property > Custom Definition > Custom Dimensions.
  • Create 3 Hit level dimensions, (can name anything)
    • ecomm_prodid
    • ecomm_pagetype
    • ecomm_totalvalue

Dynamic Remarketing - Custom Dimension - Digishuffle

Step 2:

  • Go To Property > Audience Definition > Dynamic Attributes.
  • Create dynamic attribute linking.
  • Verify the business type, adwords linked account.
  • Assign the custom dimension created in Step#1 to respective attributes.
  • You can also assign only Product ID attribute & create remarketing list from Analytics.

Dynamic Attribute Linking - Digishuffle

Step 3:

DataLayer Placement

  • In Google Tag Manager, we will start with dataLayer placement method.
  • Use this method if you have access to the backend.
  • You can place the code on different pages such as
    • product_listing_pages
    • search_results_pages
    • product_pages
    • coupon_code_pages
    • & so on
  • Here is the code you can place on search results page. You should dynamically replace
    • ecomm_totalvalue = total value of products on the pages
    • ecomm_prodid = array of product ids on the page.


  • On Product Pages

  • and so on


One HTML Custom Code

  • Create Custom HTML Tag in GTM & paste below code.
  • Trigger on All Pages.
  • Fire Google Analytics event tag with different custom events.
  • You can place a single code on all pages but add the page conditions.


Custom JS 

  • You can also trigger Custom JS on events like Add To Cart, Remove from Cart, Coupon Code Clicked, etc


Step  4:

  • Create custom dataLayer variables in GTM. (ecomm_prodid, ecomm_pagetype, ecomm_totalvalue)
  • Pass it with the analytics event tag or pageview tag in custom dimensions.
  • Verify the Index is proper with the metrics defined in Step #2.

GTM - Dynamic Remarketing Variables - Digishuffle


Step 5:

  • Keep an eye on Adwords > Shared Library > Audiences. Check if the search & display audiences are getting filled.
  • You’ll see an error for 2-3 days until the data gets populated via analytics. So ignore it.
  • Also, an error might arise due to code not on all pages.
  • Check here if the error persists.

Dynamic Remarketing Error - Digishuffle



  • You can replicate the above process for any business type.
  • Product IDs should match the Dynamic Ads Feed Product Ids.
  • Dynamic remarketing will also work if you only pass primary_Ids. (for any business type)
  • You can also use other methods to send custom attributes to Google Analytics.


More Articles:

Adwords Advanced Automated Reports – Daily/Weekly/Monthly

Adwords CPA Scanner – Analyze & Reduce High CPAs in Seconds.

10 Incredible Ways to Analyze High Bounce Rate – Advanced Guide

Time On Visible and Hidden Pages – Google Analytics


Ritwik is a Web Analyst & Product Marketer. He loves to write technical & easy to understand blogs for Marketers & Entrepreneurs. Focused on Google Analytics, Facebook Analytics, Tag Management, Marketing & Automation Scripts & more. Google Certified Professional. A Firm Believer in Teaching -> Learning -> Growing. :)

Comments (2)

  1. Hi there Ritwik,

    This is an excellent guide and extremely helpful. I wonder if you could really breakdown steps 3 and 4 more as those are quite confusing. Also, I noticed you started using ecommerce business type instead of the custom business type which you used in part 1. It would be great if you could continue using the custom one.

    Thanks very much for this.


    1. Hi Brian,

      The naming doesn’t matter. I can even name it as ‘ mysite_id ‘ , ‘mysite_page’ , ‘mysite_val’. There are 2 important steps.
      1.) First is the STEP – 2, to assign mysite_id to Product ID & so on……
      2.) Second important step is the values filled in spreadsheet. The ids column in spreadsheet/excel should match the values in Product ID variable (step 2).

      Maybe I’ll create live setup video soon.


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