Today Google Analytics announced that its tracking code will now enable AdWords customers to create remarketing lists based on certain audiences or users that show interest in specific products. This means that instead of adding the remarketing tag, websites that use Google Analytics can use their code. If you are not acquainted with the remarketing feature, here is a short explanation taken from an AdWords help article:
Remarketing is a feature that lets you reach people who have previously visited your site, and show them relevant ads when they visit other sites on the Google Display Network. When people leave your site without buying anything, for example, remarketing helps you connect with these potential customers while they browse other websites. You can even show them a compelling message or offer that will encourage them to return to your site and complete a purchase.
The feature will be rolled 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. Below is a screenshot on where you will find it once you have access to it:
Requirements For Using Remarketing With Google Analytics
- Agree to the Google Analytics Terms of Service (please make sure to review them fully as they may have changed since you last viewed them).
- Agree to the Google Analytics for Display Advertisers Policy.
- Update your Analytics tracking code by adding a single line.
- Have at least one active Google AdWords account that is linked to your Analytics account, and be an Admin on that Google Analytics account.
When you create a remarketing list, you can share it with a single AdWords account. If you want to use the list in more than one AdWords account, then you need to recreate the list for each account.
According to a help article, only one line of code needs to be changed on the standard Google Analytics tracking code in order to make it work. According to them, after the change Google Analytics will also collect information from the DoubleClick cookie when that cookie is present; the DoubleClick cookie enables remarketing for products like AdWords on the Google Display Network.
In terms of code, look for the following line
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + 'google-analytics.com/ga.js';
And replaced it with
ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js';
This is great news for Adwords users as it provides a simplified way to use the Remarketing feature, without the hassle of code updates. It is also great news to Analytics users as Google is pushing the use of Analytics even stronger than before. We can see a pattern where Google is trying to use the Google Analytics code (which is found in over 10 million websites) to enable additional products (just like they did with Content Experiments). This is a very interesting trend.
Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.