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).
Google has posted notification of the impending change, clearly visible when logged into Google Analytics.
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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Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.