Create & Manage Your Remarketing Lists via Google Analytics

By ,


Google Analytics has always provided a variety of tools to help you better understand your website visitors and improve their experience. Perhaps one of the most popular features they have to offer is remarketing.

Remarketing is a powerful tool that can be used to expand your reach and influence users to return to your website. Up until recently, two separate tags were required to opt into this feature: one for remarketing & one for Analytics. This can be difficult, especially in agency settings, since we aren’t able to simply place the codes ourselves. Fortunately, this is no longer the case as Google recently announced that the Analytics tracking code will now come equipped with built-in compatibility for remarketing. In other words, this means that websites using Google Analytics will now only require one tracking code, rather than two. How convenient!


How do I find, create and manage my lists?

Analytics remarketing can be found in the Admin section under Remarketing Lists as indicated in red below:


After selecting the sub-tab, you will now be able to specify the parameters of your new remarketing list:

These include naming your list, choosing an Analytics profile and AdWords account to use with your list, specifying the type of remarketing you want to opt into (all visitors or those that visit certain pages), and the ability to modify the membership duration.


Code Modifications

In order to start collecting the appropriate data, you will need to make a minor adjustment to your current Analytics code:

Look for this… ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘’;
Replace with this… ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘’;

This modification is compatible with both the synchronous and asynchronous versions and won’t affect any prior changes you’ve made to your code.


Keep In Mind…

After you’ve made the changes to your Analytics code, you will also need to take care of a few additional items, as stated by the Google team:


It’s never been easier to take advantage of all the rich data you have in Google Analytics and use it to improve your remarketing campaign performance. Now that this is compatible with a single code, it becomes even more accessible. This method has proven successful for many online advertisers and allows them to improve their ROAS substantially. If you’re ready to get started, check out Analytics Help for more information and start capturing more customers today.

What are your thoughts on Analytics Remarketing? Feel free to leave any commentary below. Thanks for reading.

Twitter Facebook LinkedIn Google+ Email Print More

4 thoughts on “Create & Manage Your Remarketing Lists via Google Analytics

  1. Gregg

    Clarification question…. Are you saying this additional code will allow me to retarget organic traffic not just the paid traffic I currently remarket to in adwords?

    1. Dave Rosborough


      Adding this additional code will simply allow you to create and manage your lists from Analytics as well. However, the AdWords and Analytics Remarketing tags operate in much of the same fashion… If a user (organic, paid, direct, etc) lands on a page where the tag is present, Google will create a cookie and add that user to your Remarketing list regardless of the source.

      I suppose the benefit of using Analytics over AdWords here would be the ability to segment your traffic by source now, which isn’t possible through AdWords alone. However, both are capable of Remarketing to both organic and paid traffic, as long as the user visited a tagged page.

      Hope that helps, thanks for reading.


Leave a Reply

Your email address will not be published. Required fields are marked *