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).


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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