Google Ads Vs Google Analytics

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Last Updated on September 9, 2022

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When using remarketing lists to target customers, you should always be looking for that one thing that’ll give you a competitive edge.

Sometimes the focus of the remarketing debate is the platform, like Google vs Facebook. Other times it’s the method, like static vs dynamic remarketing.

In this article, we will see how Google Ads remarketing stacks up against using remarketing audiences from Google Analytics.

We’ll compare the differences in the way user data is sourced and how this relates to using (or creating) remarketing lists

Let’s dive in!

How Remarketing Audiences Work

No matter which method you use to create your remarketing audiences, they both work in a very similar way:

  1. Someone visits your site and does certain things
  2. Your tracking tags capture these actions
  3. You can create audiences of users that display similar behaviors
  4. You use these remarketing audiences in your Google Ads campaigns

But while they seem very similar from a high-level point of view, the devil is in the details.

So let’s start by comparing the two.

Google Ads vs Google Analytics Remarketing

The easiest way to understand the differences between the two is to put them next to one another.

Google Ads Google Analytics
Data source Google Ads Remarketing tag Google Analytics tracking code
Setup difficulty Moderate: install remarketing tag on each page and make tweaks per page type Difficult: changes to tracking code, GA custom dimensions, creating dynamic attributes, etc.
Audiences creation Automatic Manual
Type of audiences 4 automatically created:

  • All website visitors
  • Product viewers
  • Shopping cart abandoners
  • Past Buyers

Option to configure additional ones.

The sky is the limit.

Based on all data inside of Google Analytics.

Dynamic remarketing Possible, but needs the correct tags on the website. Possible, but need changes to Analytics tracking code AND the correct tags on the website

Now let’s dig into…

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