AdWords remarketing tags vs. Analytics tracking code with Data Import

The AdWords remarketing tag and the Analytics tracking code require different implementation efforts, and they each collect different data. Analytics also offers Data Import, which lets you import a wide variety of additional data beyond what you collect with the tracking code.

In AdWords, you build remarketing lists from the data collected by the remarketing tag. In Analytics, you build remarketing audiences from any of the data you have in Analytics. You can combine the two in an AdWords account linked to an Analytics account.

AdWords Analytics Websites: You generate an additional remarketing tag for websites, and then add the additional tag to your web pages. Apps: You generate a remarketing ID for apps, and then add the ID to your app. Websites: You use the existing Analytics tracking code, and enable remarketing from your Analytics property settings. Apps: You modify the tracking code that you have included in your app. You can create remarketing lists based on the following rules: Websites: Visitors of a page Visitors of a page who did not visit another page Visitors of a page who also visited another page Visitors of a page during specific dates Visitors of a page with a specific tag Apps: All users of an app People who did/didn’t use an app recently People using specific versions of an app People who took specific actions within an app You can create remarketing audiences based on any of your Analytics data, including: All default Analytics data Data imported from linked AdWords accounts Data imported from linked DoubleClick accounts Data imported via Data Import (e.g., CRM data, product meta data, custom data) Remarketing lists are native to AdWords. Remarketing audiences are native to Analytics, and are automatically shared with a single linked AdWords account. AdWords tags set the advertising cookies. For example, a user without an advertising cookie comes to a site that has the AdWords remarketing tag, the advertising cookie is set, and the user is added to the remarketing list. Analytics tracking code tags read the advertising cookies. For example, a user without an advertising cookie comes to a site that has the Analytics remarketing-enabled tracking code, the advertising cookie is not set, and the user is not added to list. You can use remarketing lists in Display and Search. You can use remarketing audiences in Display and Search.