To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:
- New audience reporting
Go to Audiences within the Campaigns menu
for detailed reporting about audience demographics, segments, and exclusions. You can also easily manage your audiences from this report page. Learn more About Audience reporting.
- New terms
We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the Updates to Audience terms and phrases.
Dynamic remarketing for apps is a strategy that helps you tailor your ads to people who have already engaged with your app. It allows you to track specific in-app interactions like viewing a product or selecting travel dates as remarketing events. These remarketing events are then used to create audience segments based on a user's past actions to enable you to deliver more relevant ads. For example, when a user who has your app installed clicks on a dynamic ad, they are directly taken to the relevant content inside your app, such as the specific flight they were booking or the item they added to their cart.
Dynamic remarketing ads can serve in Performance Max, Display, Demand Gen, and Shopping campaigns and can show on YouTube, Shopping, Display, and Discover inventories.
This article provides an overview on how to set up dynamic remarketing for your app.
How to use this guide
Use this guide for an overview of how to set up dynamic remarketing for apps. More comprehensive instructions and examples are available under the Dynamic remarketing topic in the Help Center.
Prepare for success
If you’ve previously set up dynamic remarketing for web, it’s recommended to know the differences between implementing dynamic remarketing for apps and implementing dynamic remarketing for web:
- Conversion tracking: You can set up in-app conversion tracking to run with dynamic remarketing for apps. However, conversion tracking for dynamic remarketing for apps isn’t compatible with conversions from app installations.
- Global site tagging: You’re required to configure your app to send your data events in order to run dynamic remarketing for apps.
- Feed: When using custom schemes, use the same feed that you used for your dynamic remarketing for web, with an additional column for Android or iOS custom scheme. When using universal links or app links, no changes are needed on the feed.
- Tracking: When a user clicks on an Android or iOS deep link, Google Ads uses the app Uniform Resource Identifier (URI) and ignores the tracking_template. If you need to track parameters to track deep links, you’ll need to add these parameters to the app URI in your feed. Unencoded ValueTrack parameters are supported with deep linking. Learn more About ValueTrack parameters.
- Creatives: It’s recommended that you enable “Responsive Display ads.”
- Targeting (data segments of your website visitors and app users): Either create segments based on app_event or use the automatically created data segments (which include website visitors and app users).