Dynamic remarketing through Google Ads + GTM for e-commerce

Task:
Set up full-fledged dynamic remarketing in Google Ads through Google Tag Manager with support for e-commerce events and transmission of product parameters.

What has been done:
Created GTM variables for item_id, name, category, price, variant, quantity, value — through custom JS variables based on ecommerce.items

Connected events:

view_item_list (catalog)

view_item (view product)

add_to_cart (add to cart)

view_cart (view cart)

begin_checkout (checkout)

purchase (purchase)

Configured separate Google Ads tags for each event with remarketing parameters

Transmitted Event Value (price or total amount) in the tag

Tested all events through Tag Assistant + Debug Mode

Ensured stable transmission of events to Google Ads without duplicates

Result:
Google Ads tags trigger correctly for all events

Product parameters are transmitted dynamically according to user actions

A complete database for remarketing has been formed for each stage of the funnel

After implementation: improved data quality in Google Ads, ability to segment audiences by categories/products

#GTM #GoogleAds #DynamicRemarketing #Ecommerce #GTMsetup #TagManager #PerformanceMarketing #RemarketingSetup #GA4 #DigitalStrategy #Freelance