‘Instant Activation’ Simplifies Google Analytics Remarketing Set Up

A report from Google indicates that only one in five marketers successfully completes the remarketing set up process in Google Analytics. Clearly, this statistic indicates that the process isn’t user friendly for the majority of marketers, whether that’s due to tagging problems or other implementation challenges. To assist with this situation, Google has now released “instant activation” of Advertiser Features in Google Analytics for marketers.

This instant activation only applies to Universal Analytics users, while standard GA version users can activate this on their own. Clicking on “Enable Remarketing” automatically turns on Advertiser Features and enables Audience Demographics and Interests Reporting, rather than having to manually update site tags for remarketing.

For those users who are not using Universal Analytics, this is not automatic. These users must go to Property Settings from the Admin tab and scroll down to enable Advertiser Features and Demographics and Interest Reports. For users who are using Universal Analytics, this feature can be managed via Property Settings.

The following is a description from the Google support page of the new Advertiser Features in GA:

“Google Analytics Advertiser Features allow you to enable features in Analytics that aren’t available through standard implementations. Advertiser features include:

• Remarketing with Google Analytics
• Google Display Network Impression Reporting
• DoubleClick Platform integrations
• Google Analytics Demographics and Interest Reporting

By enabling the Advertiser Features, you enable Google Analytics to collect data about your traffic via Google advertising cookies and anonymous identifiers, in addition to data collected through a standard Google Analytics implementation.”

Once you initially set up remarketing, it enables a default All Users list. Subsequently, it’s advisable to create more targeted and effective audience segments.

You will then be prompted to set up a remarketing campaign in AdWords.