Dynamic Remarketing Done Right

Tag Rocket provides all available events and parameters to optimize your Dynamic Remarketing. Help Google display the right ads, in front of the right customers, at the right time.

  • view_item
  • view_item_list
  • view_search_results
  • add_to_cart
  • purchase
Well-Fed Smart Shopping Campaigns

Google’s machine-learning algorithms require the best possible data to provide you with the best possible Return On Ad Spend (ROAS). Leveraging BigCommerce-specific technologies, Tag Rocket extracts more data than generic tagging systems to optimize your smart shopping campaigns.

Build Better Remarketing Lists

Tag Rockets send more than just the basic pageview event data so you can build custom audience lists. If you need to track something out of the ordinary – contact us to see how we can help!

  • page_type
  • customer_group_name
  • customer_group_id
  • currency_code
Qualify for Google Beta Reports - Reporting Conversions with Order Basket (Cart) Data

Along with Purchase Conversion tracking, you can now send cart data to qualify for some Google reports (currently in Beta). These provide further details on items purchased, a clearer picture of revenue from Shopping Ads and fine-grained reporting of cart size and order value.

Additional Features
  • Contact Form conversion event tracking
  • Newsletter Subscription conversion event tracking
  • Call conversion event tracking
  • Ability to disable the collection of personalised advertising data
  • Ability to enable restricted data processing (California Consumer Privacy Act)
  • Honours user data preferences under the ‘targeting’ option when cookie consent tracking is on
  • Ability to disable first party cookies (conversion linker)

Getting Started

*Ensure you have disabled any existing tracking first, otherwise duplication errors may occur

Prerequisites
Google Merchant Center Feed Requirements

Tag Rocket sends event data to Google Ads to improve targeted advertising, it is important to ensure that the product information sent can be matched to the products in your Google Merchant Center Feed

Variant Products (Products with Options)

id” – Ideally, the variant SKU but any unique identifier value will suffice
item_group_id” – The BigCommerce Product Id or Product-level SKU*. Can be prefixed/suffixed with other characters eg “P_”

Non-Variant Products (Products without Options)

id” & “item_group_id” – The BigCommerce Product Id or Product-level SKU*. Can be prefixed/suffixed with other characters eg “P_”

* As Product SKU is an optional field, if blank, the feed should revert to the BigCommerce Product ID

To access the feed, Click on Merchant Center->Feeds and click on each feed. Click the Download Feed link to download a text file, the contents of which can be pasted into Microsoft Excel, Google Sheets or similar.

Note 1: Tag Rocket defaults to using BigCommerce’s Product ID but this can be changed using the Item Group ID Setting

Note 2: Please read our BigCommerce Product Feeds Article for a more detailed exploration of feeds & product identifiers

Google Ads Purchase Conversion

To improve the accuracy of dynamic remarketing campaigns and reporting through Google Ads, it is important to track the revenue that is caused by ad clicks. This is done by creating a purchase conversion.

Click on Google Ads->Tools->Conversions

To ensure correct purchase tracking, you must have only a single conversion with a “Category”= “Purchase” and “Include in ‘Conversions'”=”Yes”. If one exists, then you can use it, or else create one. You may have other conversions, but only 1 purchase goal that is included in conversions. You may tailor some of the other conversion settings to suit your preferences – Below is an example of what we commonly configure. Once created/configured, then select the Tag Manager tab and copy the conversion label into the “Purchase Conversion Label” field of Tag Rocket’s Google Ads Settings.

Contact Form & Newsletter Subscription Conversions

We recommend adding 2 more conversions for Contact Form submissions and Newsletter Subscriptions if not already created. Below are the settings we commonly use for each. Once created, their conversion labels should be added to Tag Rocket’s respective Contact Form and Newsletter Subscription Conversion Label fields.

Settings

Basic

Google Ads Conversion ID

The Google Conversion ID is used to send event information to Google for remarketing purposes. Click on “Google Ads tag->Details” and confirm the business type is “Retail”. Next, scroll down to Tag setup and click on the “Use Tag Manager” tab and copy/paste the Conversion ID into Tag Rocket’s Conversion ID field of the Google Ads module

Purchase Conversion Label

Tag Rocket sends Google Ads the details of purchase activity via a Conversion Label created in the Purchase Conversion Prerequisite. This information drives automated smart shopping campaigns and also helps you discover how effective your ad clicks lead to purchases. The value of this conversion will always be the purchase price.

Contact Form Conversion Label

A lesser signal than Purchase, nonetheless an important one as it generally identifies highly interested customers, Tag Rocket sends Contact Form conversions to Google Ads via a Conversion Label created in the Contact Form and Newsletter Subscriptions Conversions step. Decide how much such an interaction is worth to you, and place this value in the Global Tag Values Settings (default is $1). This information drives automated smart shopping campaigns and also helps you discover how effective your ad clicks lead to customer contact.

Newsletter Subscription Conversion Label

A lesser signal than Purchase, nonetheless an important one as it generally identifies highly interested customers, Tag Rocket sends Newsletter Subscription conversions to Google Ads via a Conversion Label created in the Contact Form and Newsletter Subscriptions Conversions step. Decide how much such an interaction is worth to you, and place this value in the Global Tag Values Settings (default is $1). This information drives automated smart shopping campaigns and also helps you discover how effective your ad clicks lead to customer interest.

Item Group ID

The Product Identifier Tag Rocket sends must match the “item_group_id” field of your feed. Typically, this is the BigCommerce Product ID or Product SKU. Tag Rocket defaults to the BigCommerce Product ID ([[pid]]) but can be switched to [[psku]]. To suit some scenarios, text can be prepended or appended, eg P_[[pid]] , [[psku]]_SKU. For further information, please refer to Feed Requirements

Advanced

Item ID

To support sending variant ID’s for AddToCart, InitiateCheckout & Purchase events, Tag Rocket needs to know the format of the feed’s id field. This is usually the variant ID [[vid]] or variant SKU [[vsku]] but a variety of options exist to cater for all scenarios.

For a detailed explanation, please read our Feed Article.

Allow Ad Personalization Signals

Google provide a mechanism to allow/disallow the collection of remarketing data of your users. Disabling this option will void features such as remarketing lists and related functionality. For further information, please read Google’s Documentation on this feature.

Conversion Linker Cookie

Google Ads Can use a first-party cookie to help link ads with conversions. This improves smart shopping campaigns and reporting. Disable this setting if you don’t wish to allow this first-party cookies from Google Ads. For further information, please read Google’s Documentation on the Conversion Linker.

Call Tracking

When enabled, these settings allows Google to replace the phone number on your page with Google Forwarding Numbers when a customer arrives to your site via an ad click. This allows Tag Rocket to send phone call conversions to Google Ads which assists smart shopping campaigns and allows you to better identify what advertising leads to phone call conversions. First, add your phone number as it appears on your website, then create a conversion in Google Ads in much the same manner as the Purchase Conversion but instead the Category will be “Phone Call Lead” and add the resulting Conversion Label into Tag Rocket’s “Call Tracking Conversion Label” field. Refer to below for the other settings we commonly use:

For further information, please refer to Google’s documentation on Phone Call Tracking

Dynamic Remarketing and Smart Shopping

Enabling this option allows Tag Rocket to send Google Ads identify what products your customers are interacting with on your store. This information is used to drive Smart Shopping and Dynamic Remarketing campaigns

Conversions With Basket Data

This option enhances your Purchase Conversion data by providing further details of what items were purchased from your store after an ad click. This allows for more accurate reporting such as item-level sales, revenue/profit and details on basket size and average order value. For more information, please refer to Google’s documentation on Conversion Basket Reporting

Enhanced Conversions

Tag Rocket can send secure, hashed customer data to Google for improved accuracy of attribution. If this option is enabled, you also need to configure your Google Ads Website Purchase Conversion with the following settings:

For more information, please refer to Google’s documentation on Enhanced Conversions

Restricted Data Processing

To assist with confirming to the California Consumer Privacy Act (CCPA), Google have a mechanism called Restricted Data Processing (RDP) that, when enabled, limits the use of certain data. For more information, please refer to Google’s documentation on RDP.

Test Tools
Google Tag Assistant

Google Tag Assistant allows you to explore the data for your Google Tags. By clicking on an event you can discover detailed information about the data sent.