How to Set Up Google Ads Dynamic Remarketing via GTM on WordPress

Setting up Dynamic Remarketing in Google Ads can get tricky, especially when ensuring that your data passes correctly from your website to Google. A frequent question we get from subscribers is: “What does the Google Tag Manager (GTM) tag actually look like, and what parameters am I missing?”

If your setup feels incomplete, you are likely missing the core custom parameters. Here is a straightforward guide on how to configure your GTM tag for a WordPress/WooCommerce site.

Inside the GTM Tag: The Essential Custom Parameters

A standard Google Ads remarketing tag only tracks general site visitors. For dynamic remarketing—where users see the exact products they viewed—you must manually specify custom parameters inside your GTM tag.

To do this, open your Google Ads Remarketing Tag in GTM, check the Manually Specify box under Custom Parameters, and map the following keys to your Data Layer variables:

• ecomm_prodid (Product ID): This is the most critical parameter. The ID sent from GTM must exactly match the product ID in your Google Merchant Center feed.
• ecomm_totalvalue (Price): Passes the price of the item or the total value of the cart.
• ecomm_pagetype (Page Type): Tells Google where the user is (e.g., home, searchresults, product, cart, purchase).

Note: Depending on your business vertical, Google also accepts newer event parameters like id, value, and item, but the ecomm_ prefix remains the gold standard for retail.

What the GTM Configuration Looks Like

Your GTM tag interface should look like this under the custom parameters section:

Key	Value (Data Layer Variable)
id or ecomm_prodid	{{DLV - Product ID}}
value or ecomm_totalvalue	{{DLV - Product Price}}
page_type or ecomm_pagetype	{{DLV - Page Type}}

If your tag doesn’t have these rows mapped to your data layer, your dynamic ads won’t populate with specific products.

The Fast Track: Why We Use Paid Plugins for WordPress

Manually writing code to push IDs and prices into the WordPress data layer is time-consuming and prone to breaking during theme updates.

At Kazakov Agency, we prefer using dedicated, premium plugins (such as GTM4WP or specialized WooCommerce GTM toolkits) to handle the heavy lifting.

• Automatic Data Layer: They instantly generate the correct variables for products, prices, and cart events.
• Plug-and-Play: You just plug your GTM container ID into the plugin, and the exact data you need is immediately available to pull into your GTM tags.

If you are stuck looking at an empty GTM tag, check your WordPress data layer first. Fix the parameters, and your dynamic remarketing will run flawlessly.