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Google Analytics Remarketing: What are Its Flaws

Google Analytics Remarketing: What are Its Flaws

Are you wondering what the cons of Google Analytics remarketing are?

Google Analytics doesn’t allow customers to visit your website and purchase products that they had previously purchased.

Although there are many benefits businesses would realize by allowing customers to reorder products, remarketing doesn’t allow it.

Here are other things that remarketing doesn’t allow:

• Display customized Google ads to customers who have visited your site in the past • Allow customers to reorder products they had previously purchased • Generate remarketing lists without altering the existing analytics snippet • Create remarketing lists based on targets and custom segments However, to understand the answer to this, you should know what Google Analytics is, how to use it, and its benefits.

What is Google Analytics

Google Analytics is a tool that collects statistics on platforms. It also has tools that help you, as a website owner, optimize your site and improve your online marketing strategies.

Google Analytics is one of the marketing tools offered by Google, aiming to help website owners and online businesses. You can create a free account and use the tools to track the performance of your website. You collect user data so as to improve the customer experience on your site.

With the information below, you’ll understand the traffic source, track your goals, identify trends and improve your marketing campaigns.

What are Remarketing Campaigns

Remarketing is a type of marketing that enables Google Ads to establish potential customers and market to them on various websites. It’s a type of marketing that becomes a list of cookies or advertising IDs you re-engage with. The goal of remarketing is for potential customers to turn to the website for purchase. Google builds the remarketing audience based on users’ behavior whenever they visit a website or app. The results from this create your remarketing campaign such that it will appeal to an audience that will most likely convert and make a purchase.

Google offers you the opportunity to customize who will be able to see your ads. So, you decide who will be a top priority in your campaign between new and returning customers.

Google analytics

What is the Role of Google Analytics Remarketing?

Remarketing allows website owners to reach out to potential customers who might have visited the website, purchased some products or abandoned their carts.

Google Analytics remarketing allows businesses to create custom audience lists by collecting data on users’ browsing behavior on their website. This includes information such as:

  1. Which pages were visited

  2. How long the user stayed on the site

  3. Which products or services were viewed

This data is then used to segment the audience into different groups based on their interests or behaviors.

Once the audience lists are created, they can be targeted with specific ads through Google Ads. These ads can be targeted to users who have visited the website in the past, but have not yet converted.

It can also target users who have converted in the past, to encourage repeat purchases or upselling additional products or services.

Remarketing can also be done through other platforms, like Facebook and Twitter. These platforms have their own remarketing features. The audience lists created in Google Analytics can be imported and used to target ads on these platforms as well.

Remarketing can be very effective in increasing brand awareness, driving conversions, and improving overall ROI for online advertising campaigns. This is because it allows businesses to reach out to users who have already shown interest in their products or services, rather than trying to reach a broader, less targeted audience.

Creating Google Analytics Remarketing Audience

Google AdWords, Videos 360, and Display have remarketing audiences. You can link Google Ads to any Analytics account, but, Display and Video 360 integration are only available on Google Analytics 360 accounts.

To learn the demerits of Google Analytics, you must learn how to select your remarketing audience. Creating a remarketing audience starts with choosing your audience parameters and Google ads account. You can use the following tips to narrow down your target audience:

  1. Select an audience description from the existing list

  2. Pick your audience using a new description

  3. You can import sections from files

Once you’ve picked your audience, they become accessible in the advertising accounts you choose. Now your remarketing campaigns will run using this audience.

Why Work with Google Analytics Remarketing?

Thanks to remarketing, website owners can boost conversions by targeting the right market online using Google Analytics. Segmentation allows you to show relevant messages to potential customers.

Google Analytics account will allow you to create advanced custom lists within seconds. Through this, you can perform the following:

  1. Display relevant ads on the Google Display Network depending on the list of people who have visited your site in the past

  2. Create customized promotions for visitors from specific locations

  3. Refine your lists depending on the visitors’ behavior on your website

  4. Create lists of potential customers who put products in their shopping carts but never check out

  5. Feature Google Ads for accessory products or companions for visitors who have completed conversions previously

The Benefits of Remarketing through Google Analytics

Statistics show that about 97% of web users visiting a site for the first time hardly make a purchase.

The main reason behind this is that most of them don’t know how to use your services. Google offers you dynamic remarketing, which makes your brand more recognizable and easy to use. It reminds your potential customers about your company’s existence while inviting previous visitors back. Thankfully, Google Analytics remarketing makes advertising simple and easily available. It’s a cost-effective marketing strategy that allows you to customize your settings to select people who see your remarketed ads. Through this, you can also prioritize new or returning customers.

Here are the main benefits of Google Analytics remarketing:

  1. It helps you customize your remarketing campaign to the viewer’s interests.

  2. Places ads on related sites with the same topic.

  3. Utilizes demographic data to improve results. For example, you can advertise based on certain areas, countries, locations and languages used during Google searches.

  4. Google Ads can be viewed by anyone and need no special skills.

  5. Connecting you with the target audience and making your brand easy to remember/visit.

  6. Allows creating lists without changing the existing Analytics snippet, which is time-saving.

  7. It works with various devices and mobile apps.

  8. Over 2 million websites allow Google ads as part of their content.

Showing personalized ads is a great strategy to building popularity. Apart from attracting customers to your site, it also raises the trust of previous visitors.

Google analytics

The Limitations of Remarketing

Remarketing is one of the most effective Google marketing strategies, but it also has a few limitations.

Google Analytics remarketing will only offer you benefits if you strategize well. At times, remarketing ads are overused, which can disadvantage the business. If you overwhelm your ads’ messages with a lot of information, customers might not be interested.

Such information can give your brand a negative impression, which might make your customers look away. This also follows in line with Google search ads as it can impact how potential customers view your company.

Remarketing is majorly defined by ads. Unfortunately, site users have the option of ad-blocking, so your website will be invisible to potential clients. Remember, Google targets customers based on personal data.

However, your prospects aren’t the only ones using their devices. In this case, are you sure your messages are relevant to the person using the device? Maybe not! Another issue with remarketing is that your prospects might lose interest if you constantly display the same ads for a long time. On the other hand, a shorter time might prevent you from reaching a wide audience. Despite these challenges, by using the tools strategically and increasing your remarketing frequency, you’ll realize more benefits on Google.

So, what’s the Demerit of Google Analytics Remarketing?

“Too much of everything is dangerous”. One of the major downsides that is not a benefit of Google Analytics is over-using your ads campaign.

If you overuse your campaigns, you drive away visitors because they will avoid seeing the same ad content whenever they visit your site. This translates to the fact that you’ll be losing potential clients.

Such practices can be detrimental to your brand since they impact how you reach your audience. Therefore, these are downsides in reaching your remarketing audiences.

What Do Google Ads Look Like & How Do You Use Them?

Google Ads, also known as Google AdWords, are sponsored ads that appear at the top of Google search results. They may also appear on other websites that are part of the Google Advertising Network. They are typically labeled as “Ad” to distinguish them from organic search results.

To use Google Ads, businesses create an account and set up ad campaigns. They pick keywords that they want their ads to be associated with, and create ad groups with those keywords and corresponding ads. They can also set a budget for their campaigns and bid on keywords to determine where their ads will appear in search results.

Google Ads can be used to promote a variety of products, and can be targeted to specific demographics and locations. They can also include extensions such as phone numbers, reviews, and links to specific pages on a website.

Additionally, businesses can use Google Ads for remarketing campaigns. This shows targeted ads to people who have previously interacted with their website or mobile app.


Do you need to add a tracking code on your website for Google Analytics?

Yes, in order to use Google Analytics, you will need to add a tracking code to your website.

The tracking code is a small snippet of JavaScript that you place on every page of your website. Once the code is added, it will start collecting data about the website visitors to your site. The data collected include their location, the pages they visit, and how long they stay on your site.

How do I add Google Analytics to my site?

To set up Google Analytics on your website, you will need to create a Google Analytics account and then generate the tracking code.

Once you have the code, you will need to add it to your website’s HTML source code. This is usually found in the header section of each page. The process of adding the tracking code can vary depending on your platform or content management system (CMS).

Some website builders or e-commerce platforms, like Shopify, can add the tracking code automatically.

You can also use Google Tag Manager to add and manage the tracking code. This will make it easy to update and add different tracking codes. You don’t need to modify the website code again.

What is a Google Tag?

A Google Tag is a small piece of JavaScript code that allows you to track and measure the performance of various aspects of your website, such as user behavior, conversions, and more.

The code is typically added to the header or footer of your website. It can be used in conjunction with various Google services, such as Google Analytics, Google AdWords, and Google Tag Manager.

This allows you to track and analyze data about your website’s visitors and make data-driven decisions to improve your website’s performance and user experience.

What is a Conversation Rate?

A conversion rate is a metric that measures the percentage of visitors to a website or landing page who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter.

It is typically calculated by dividing the number of conversions (i.e., the desired actions taken) by the total number of visitors and expressing the result as a percentage.

For example, if a website received 100 visitors and 10 of them made a purchase, the conversion rate would be 10%.

Conversion Rate Optimization (CRO) is the process of improving the conversion rate. It achieves this by optimizing website or landing page, changing site layout, adding or removing elements, or changing the copy.

It’s an important metric for online businesses to measure their success and make data-driven decisions to improve their performance.

What is a Bounce Rate?

A bounce rate is a metric that measures the percentage of visitors to a website who “bounce” or leave the site after only viewing a single page. It is typically calculated by dividing the number of single-page sessions by the total number of sessions and expressing the result as a percentage.

For example, if a website received 100 visitors and 25 of them left the site after viewing only one page, the bounce rate would be 25%.

A high bounce rate is often an indication that visitors are not finding the content or information they are looking for on the website or that the website is not relevant to their needs or interests.

Factors that can contribute to a high bounce rate include:

  1. Poor website design

  2. Slow page load times

  3. Confusing navigation

  4. Irrelevant or low-quality content.

Conversely, a low bounce rate is an indicator that visitors are finding the website relevant and engaging and are likely to explore more of the site and possibly convert.

It’s an important metric for website owners to analyze as it can indicate issues with the website’s content and design.

What are Mobile-Advertising IDs?

A mobile advertising ID (MAID) is a unique identifier assigned to a mobile device by the operating system. You can use it to track and personalize advertising on mobile devices. The two most common types of MAIDs are the Apple IDFA (Identifier for Advertisers) and the Android Advertising ID.

The IDFA on iOS devices is managed by Apple and can be reset by the user at any time, while the Android Advertising ID on Android devices is managed by Google and can also be reset by the user.

Both of them are for advertising purposes. They allow advertisers to track the effectiveness of their campaigns and personalize ads for users without collecting personally identifiable information.

This ID is shared with advertisers and ad networks, who can use it to track a user’s engagement with ads. It also allows advertisers to measure the effectiveness of their campaigns and deliver personalized ads to users.

While the MAID allows advertisers to track user behavior, it is not considered personal information by itself. However, when combined with other data it can be used to identify a specific individual.

How Much Does a User’s Behavior Impact Ads?

Most ads are done with ad auctions. This means the more competition, the more expensive. This also means based on a user’s consumer behavior can also impact ad cost. Google Ads have ways to create a new audience. If the ads line up with high-competition ads it can impact cost and how many ads a viewer sees.

These specific actions can trigger specific products and lump you into a group of users based on search history. Leveraging smaller groups of data and directly targeting a specific product and user can help with your click-through rate.


Google Analytics analyses site users’ behavior. It uses this info to create lists of users that can be engaged with your content, potentially becoming a lead.

These in many cases are called audience definitions. You can utilize this tool by deploying Google remarketing ads/tags, an Analytics tracking code, and a data import to build audiences based on user behavior. The remarketing list is then tailored and altered depending on your needs to target certain audiences with very specific interests.

Depending on the users you want to remarket to, you can customize the process. Integrating this process with Google will create campaigns coupled with exceptionally targeted ads.

Generally, the benefit of remarketing audiences using Google Analytics outweighs the demerits. You only need to avoid over-using Google Ads. Do this by letting an ad run for a long period or running the same ad content repeatedly.


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