// GMC add-on setup guide

How to set up Dynamic Remarketing in Google Merchant Center

Dynamic Remarketing pulls products directly from your Merchant Center feed and shows visitors ads featuring the items they viewed. It requires 4 pieces working together: a linked Ads + Merchant Center pair, a global gtag with ecomm parameters, an audience list with 100+ users, and a Display or Shopping campaign that targets it.

// Add-on
Dynamic Remarketing
// Impact
+20–60% conversion
// Setup time
6 steps · ~15-30 min
// Direct link
Open in GMC ↗

Requirements

  • ✓ Merchant Center linked to Google Ads
  • ✓ Global gtag installed on every store page
  • ✓ Custom parameters: ecomm_prodid, ecomm_pagetype, ecomm_totalvalue
  • ✓ Audience list with 100+ users in a 30-day window (Display) or 1000+ (Search)
  • ✓ Approved products actively serving in Shopping

Step-by-step setup

  1. 1
    Link Merchant Center to Ads
    Merchant Center → Settings → Linked accounts → Google Ads → Link. Approve the request from the Google Ads side.
  2. 2
    Install the global gtag
    Add gtag.js to every page of your store using your Google Ads conversion ID (AW-XXXXXXXXX).
  3. 3
    Add ecomm parameters
    On each page fire an event with: ecomm_prodid (your feed offer_id), ecomm_pagetype (home / category / product / cart / purchase), ecomm_totalvalue (product price).
  4. 4
    Create an audience list
    Google Ads → Tools → Audience manager → New audience → Website visitors → All visitors (30 days).
  5. 5
    Create a Display campaign
    Google Ads → Campaigns → New → Sales → Display → target your audience list → let Google auto-select products from your feed.
  6. 6
    Verify with Tag Assistant
    Install Google Tag Assistant Chrome extension. Visit a product page — you should see the gtag fire with the correct ecomm_prodid.

Common issues + how to fix

⚠
ecomm_prodid doesn't match feed
Silent fail. The exact ID from your feed offer_id column must be what gtag sends. Test with 3 different products.
⚠
Audience too small to serve
Display needs 100 users, Search needs 1000. Wait or lower the day window.
⚠
gtag not on checkout/thank-you pages
Skips the "purchase" event → no conversion tracking → smart bidding fails.

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