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Setting Up Google Ads Remarketing in SHOPLINE

Google Ads remarketing is a powerful tool that allows you to show ads to customers who have previously visited your website, helping increase conversions and repeat purchases. To enable remarketing in SHOPLINE, you must correctly set up the Google Ads remarketing tag and provide the required Conversion ID so that SHOPLINE can connect your store to Google Ads.

This article explains how to obtain your Google Ads Conversion ID and use it to connect Google Ads remarketing to your SHOPLINE store. Follow the steps below to ensure the remarketing feature is set up correctly.

 

 

Introduction to Google Ads Remarketing

Google Ads remarketing is an advertising strategy that allows you to show targeted ads to people who have previously visited your website or used your app. By reconnecting with users who have already shown interest in your products or services, you can effectively increase conversions and encourage repeat purchases.

With remarketing, Google Ads helps you build audience lists based on users’ past actions—such as viewing a product page, adding items to the cart, or visiting your checkout page. You can then deliver personalized ads to these users across Google’s network, including Search, YouTube, and Display placements.

Common remarketing examples include:

  • Showing ads to shoppers who abandoned their cart
  • Displaying related product ads to users who viewed specific items
  • Re-engaging customers who registered an account but haven’t purchased yet

Overall, Google Ads remarketing helps you maximize the value of your website traffic by reminding past visitors about your brand and encouraging them to return and complete key actions.

 

 

Understanding Google Ads Remarketing Tags

The Google Ads remarketing tag—also known as the Google tag or Google Ads tag—is a small piece of code used to collect data about visitors on your website. This data allows Google Ads to build remarketing audiences and deliver personalized ads based on users’ browsing behavior.

When the remarketing tag is installed on your website, it sends pageview information and key event data back to Google Ads. This enables you to create audiences such as all website visitors, product viewers, or cart abandoners, and serve more relevant ads to each group.

 

Where the Tag Should Be Installed

If you are installing the tag manually, Google recommends placing the base Google tag in the <head> section of every page to ensure consistent tracking across your website.

If your store already uses Google tag via another integration (e.g., Google Analytics 4 or an existing Google Ads conversion setup), you may only need to add or configure the remarketing parameters instead of installing a new base tag.

 

Dynamic Remarketing

For stores running dynamic remarketing—which displays ads with specific products a visitor viewed—you may need to include additional event parameters (such as product IDs or page types). 

To support dynamic remarketing, Google requires:

  • A product feed
  • A Google Merchant Center account
  • Event parameters for product views, cart events, and purchases

 

How SHOPLINE Handles Remarketing Tags for You

SHOPLINE completes the remarketing setup for you without requiring any manual code installation. Simply enter your Google Ads Conversion ID in the remarketing settings, and SHOPLINE will automatically implement the necessary tags across your store.

You can proceed to the next section to add your Conversion ID and complete the connection.

 

 

Linking Google Ads Remarketing to SHOPLINE

To successfully link your Google Ads account for remarketing purposes, you only need to input your unique Google Ads Conversion ID into the SHOPLINE platform. This action enables SHOPLINE to automatically place the required tracking code across all pages of your store.

 

Before You Begin

  • You do not need to paste any code into your website theme.
  • You do not need to use Google Tag Manager unless you prefer an advanced setup.
  • Conversion tracking is recommended for campaign optimization, but not required to activate remarketing.
  • For dynamic remarketing, ensure that your Google Merchant Center product feed is active and approved.

 

Steps to Find Your Google Ads Conversion ID

To locate your Google Ads Conversion ID, follow these steps:

  1. Sign in to your Google Ads account.

  2. In the left navigation bar, click Tools > Data manager.

  3. In the Connected products tab, find the card for Google tag and click Manage.

  4. In the Your Google tag section, locate your Google tag ID (displayed as AW-XXXXXXXXX). The Conversion ID is the numeric portion of this tag ID. Copy and save it for later use.

     

Steps to Link the Remarketing Configuration in SHOPLINE

To connect Google remarketing to SHOPLINE using your Conversion ID, follow these steps:

  1. From your SHOPLINE admin panel, go to Channels > Google.

  2. In the Data tracking section, click Manage (or Start tracking if no data tracking has been configured).

  3. Locate the Google remarketing section and click Add. 

  4. In the pop-up window, paste your Conversion ID and select a Remarketing type:
    • Standard remarketing: tracks general website visits.
    • Dynamic remarketing: tracks product-level actions for personalized ads (recommended).
  1. Click Complete to finish the setup.