To remarket based on customer types or basket value you need to enable this, rather than dynamic remarketing.

Depending on page this needs to be output via a GTM lookup table, customHTML or inline code:

  • pagetype=PURCHASE
  • pagetype=CART
  • pagetype=PRODUCT

For ecommerce website using dc.js a newer method of enabling remarketing is possible using customDimensions for ecomm_pagetype, ecomm_totalvalue, ecomm_prodid: http://analytics.blogspot.co.uk/2014/03/tailored-ads-better-results-dynamic.html

//Dynamic remarketing attributes for ecommerce – Scope=pageScope TBC

//”pagetype”         : “”, // cd015 reserved slot for {{page.type}}

//”paymentstep”      : “”, // cd016 reserved slot for {{pagePaymentStep}}

//”ecomm_prodid”     : “”, // cd017 reserved slot for {{cartProducts[n].sku}}

//”ecomm_pname”      : “”, // cd018 reserved slot for {{cartProducts[n].name}}

//”ecomm_pcat”       : “”, // cd019 reserved slot for {{cartProducts[n].category}}

//”rec_prodid”       : “”, // cd020 reserved slot for {{recommendationProducts[n].sku}}

 

image137

Help pages

CustomHTML example based on the discussion here:

image138

First add a JavaScript Variable:

image139

Then map to this in the GTM remarketing tag:

image140

This remarketing tag will need to be triggered on:

image141

Then add this custom HTML triggered on /success/ OR /cart/ or /product/ page:

<script>

// Adwords Remarketing Custom Parameters

window.dataLayer = window.dataLayer || [];

var uri = window.location.pathname;

var remarketing_page_type = null;

var google_tag_params = [];

 

if ((uri.indexOf(‘/’) == 0) || (uri.indexOf(‘/index’) == 0)) {

remarketing_page_type= ‘home’;

 

} else if (uri.indexOf(‘/checkout/onepage/success’) == 0) {

remarketing_page_type= ‘purchase’;

 

} else if (uri.indexOf(‘/checkout/onepage’) == 0) {

remarketing_page_type= ‘checkout’;

 

} else if (uri.indexOf(‘/checkout/cart’) == 0) {

remarketing_page_type= ‘cart’;

 

} else if (uri.match(‘^\/(category_1|category_2)\/?([a-zA-Z0-9_\-]+|\?.+)$’) == 0) {

remarketing_page_type= ‘category’; // ASSUME category pages end /category_1/xxx

 

} else if (uri.match(‘^\/.+\-[0-9]{4,20}/?(\?.+)?$’) == 0) {

remarketing_page_type= ‘products’; // ASSUME product pages end /xxx-1234

 

} else if (uri.indexOf(‘/nsearch’) == 0) {

remarketing_page_type= ‘searchresults’;

 

} else {

remarketing_page_type= ‘other’;

}

 

// Adwords Custom Remarketing mapping

dataLayer.push({

“google_tag_params”: {

“ecomm_pagetype”: remarketing_page_type, // home|category|searchresults|product|cart|purchase|other

“ecomm_totalvalue”: dataLayer.cart.total, // Change to cart value OR product viewed value. Currency TBC

“ecomm_prodid”: dataLayer.cartProducts[0].sku, // MUST be same as GoogleProducts xml Feed

“ecomm_pname”: dataLayer.cartProducts[0].name, // optional – use arrays for multiple products

“ecomm_pcat”: dataLayer.cartProducts[0].category, // optional – use arrays for multiple products

“ecomm_rec_prodid””: dataLayer.recommendationProducts[0].sku, //optional

 

// Auth logged-in variables

“user_isReturningSession”   : “true”, // y|n users is returning visitor?

“user_isRegistered”         : dataLayer.visitorLoginState, // y|n users has an account?

“user_isReturnCustomer”: dataLayer.visitorExistingCustomer, // y|n users has transacted already

“user_memberType”           : “free member”, // Free Member, Premium Member, Enterprise Member

“user_ageRange”                       : “20-25”,// Age range

“user_gender”                         : “male”,// Gender

“user_customerQualityScore” : “high”,// Customer Quality Score – High, Med, Low

“user_highSpenderScore”: dataLayer.visitorLifetimeValue,//High Spender Score: High,Med,Low

“user_loyaltyScore”                  : “high”, // Loyalty Score – High, Med, Low

 

// Now run Adwords remarketing code

event”: “fire_remarketing_tag”

});

</script>

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