Google Remarketing to follow users — everywhere

April 12, 2017 by

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From May 15, Google Analytics remarketing lists will target users across devices.

With this change, first announced in September 2016, Google starts using signed-in user data for retargeting, just as Facebook does. Google will no longer solely rely on cookies and mobile IDs (which are not transferred between devices).

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Google has posted notification of the impending change, clearly visible when logged into Google Analytics.

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Why should you care?

AdWords advertisers will welcome this overdue change.

Frequency caps may need tweaking, but audience targeting (and messaging) can now be improved.

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