Remarketing can be used to display more specific ads to users who have already visited the company’s website. Be it via classic display campaigns, video ads or even search campaigns.
Enable & block Google Analytics Advertising Features
To use remarketing via Google Ads, you can use the “Advertising Features” in Google Analytics. If these are activated, data is not only sent to Analytics, but also forwarded to DoubleClick. Afterwards, remarketing audiences can be created in the Google Analytics administration interface, which can finally be played via Google Ads.
Because it is not possible to activate the advertising functions on a case-by-case basis, we take the opposite approach. We activate the advertising functions for all users, but block the data transfer to DoubleClick by default and “unblock” only those users who also give their consent.
Activate “advertising functions”
There are several ways to activate the Advertising Features. Since we mostly use the Google Tag Manager to integrate Analytics, we activate the feature via the Tag Manager for the sake of simplicity.
To do this, simply activate the Display Advertising features in your Tag or directly in the Google Analytics Settings variable by setting it there to “true”.
This basically activates the advertising features.