How to Add a Standard Google Remarketing Tag to a Shopify Store

The Google Remarketing tag allows you to track and advertise directly to visitors of your website or mobile application. As most eCommerce professionals know, remarketing is a powerful way to increase top of mind awareness and conversion rates. In order for remarketing to work, there needs to be additional customized code added to your website, using either Google Tag Manager, enabling remarketing in Google Analytics, or by manually adding code before the closing body tag in your website’s theme. Here is a quick how-to guide for adding Google’s remarketing tag to a Shopify store.

Step 1: Enable Advertiser Features in Google Analytics

Sign into the Google Analytics account for your website and click on the Admin tab at the top. On the column labeled Property, click on the tab that says Property Settings. About half way down the page, you will see a section called Advertiser Features, set Enable Advertiser Features to ON.

Step 2: Create a campaign in Google Adwords

Log into Google Adwords and click on the red +Campaign button and select Display Network Only

How to add Google Remarketing Tag to Shopify Store

Once here, select the Remarketing radio button and enter the campaign name, bid strategy, and budget. Then click Set Up Remarketing. Here you can choose to insert the code into your website or use your Google Analytics code. After testing both methods, we have found that inserting the code works better than using the Google Analytics code.

Step 3: Add the Google Remarketing Tag to your theme.liquid in Shopify

To insert the code, log into the back end of your Shopify store. Click theme, then customize theme, and then EDIT HTML/CSS. Click on theme.liquid and find where the </body> tag is in the html. Click on the line directly above this, and insert the remarketing tag. You do not need to include the Google Remarketing Tag header, you can insert just the javascript code.

Your tag should look similar to this:

<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 000000000;   <-- This is your own auto-generated custom conversion ID
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
<script type="text/javascript" src="//">
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//;guid=ON&amp;script=0"/>

An example of the tag inserted in the theme.liquid

Google Remarketing Tag correctly inserted into the theme.liquid in Shopify

After you have finished the above steps, check to make sure your code is implemented correctly with the Google Tag Assistant. For more detailed information on remarketing campaigns, please visit Google’s guide to creating your first remarketing campaign and leave any questions in the comment section below. Or, contact Vertical Rail for more information on how we can help you with remarketing through our search marketing programs.

Reader Interactions


  1. Helga says

    Hi! Thank you for this useful article. One question: When you insert the remarketing tag on the theme.liquid page, is this going to work on all the products on my website? Or do I manually have to add the code to each page on my website?

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