To help make it easier for advertisers to reach their most qualified customers, Google has enabled remarketing with a single toggle. Instead of manually updating all of your site tags, you will use Instant Activation.
Google states that it repeatedly see marketers struggle with tagging hurdles and complex implementation challenges, and that 1 in 5 remarketers successfully complete their setup. With only a 20% success rate it is easy to see why Google rolled out this type of improvement. One item you need to aware of is that this instant activation only applies to Universal Analytics users.
Rather than having to manually update site tags for remarketing, clicking “Enable Remarketing” automatically turns on Advertiser Features and enables Audience Demographics and Interests Reporting.
Here’s a description of the new Advertiser Features in GA:
Advertiser Features (in beta): Google Analytics Advertiser Features allow you to enable features in Analytics that aren’t available through standard implementations. Advertiser features include:
- Remarketing with Google Analytics
- Google Display Network Impression Reporting
- DoubleClick Platform integrations
- Google Analytics Demographics and Interest Reporting
By enabling the Advertiser Features, you enable Google Analytics to collect data about your traffic via Google advertising cookies and anonymous identifiers, in addition to data collected through a standard Google Analytics implementation.
After that, you’ll be prompted to set up a remarketing campaign in AdWords. For details on the set up process, see the announcement here.