Google Universal Analytics Remarketing and Dynamic Remarketing

Question

I am trying to implement remarketing, dynamic remarketing and Adwords conversion tracking within my e-commerce website. The problem I am facing is there seems to be a flurry of information regarding the implementations of these features where one source (mostly Google's own developers portal) says I can use Google Universal Analytics to all of these but also says that I should use the Adwords tags directly. I am incredibly confused by it all. If there is an expert out there that knows how I can implement these things using only Universal Analytics I'd be most grateful.

What I have so far is the standard Universal Analytics script on my website and have enabled displayfeatures:

ga("require", "displayfeatures");

This as far as I am aware will enable remarketing. But I have read nothing about also enabling dynamic remarketing. Does it enable both? I have also setup custom dimension on GA so I should be able to capture these using the following:

ga('set', 'dimension1', '123');
ga('set', 'dimension2', 'product');

My confusion extends to how I track Adwords conversions through Universal Analytics. More specifically how I would push up google_conversion_label, google_conversion_language, google_conversion_format, etc... From what I gather I may only be able to do this via the Adwords tag. Am I barking up the wrong tree trying to use GA when I should be using the Adwords tag?

tomasbasham tomasbasham · Accepted Answer · 2015-12-15T15:13:19

Simply call

google_trackConversion({
  'google_conversion_id': ID GOES HERE,
  'google_conversion_language': 'en',
  'google_conversion_format': '3',
  'google_conversion_label': 'gzTWCJb7wl4Q6quR4QM',
  'google_conversion_currency': 'GBP',
  'google_remarketing_only': false
});

passing in all the relevant information. This is not part of Universal Analytics but AdWords Remarketing Tag

Google Universal Analytics Remarketing and Dynamic Remarketing

1 Answers