Google Analytics announced today that its new tracking code will be able to assist AdWords in creating remarketing lists to certain audiences or users who have shown interest in their product in the past. This means websites using Google Analytics can use this new tracking code instead of remarketing tags. If you are unfamiliar with the remarketing feature, here is an explanation from 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.
This new feature will be rolled out in waves over the next couple of months till the end of summer. Here is a screen shot where you will find it once it is available to you.
Marketingland.com points out that there are a few requirements you must be aware of when converting over to this new feature.
Agree to the Google Analytics Term of Service (Be aware that they have changed since you last viewed them).
Agree to the Google Analytics for Siplay Advertizers 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.
There is a basic change to your code you will need to make. Look for the following line:
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘google-analytics.com/ga.js’;
And replace it with
ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘stats.g.doubleclick.net/dc.js’;
After this you should be good to go. This is an exciting new feature to help target your marketing, specifically to people who have already showed some form of interest. This will create more relevancies in the ads that users will see as they search the web even on sites completely unrelated to yours.