Google Analytics remarketing lists for cross-device go live May 15 2017

This is one of the biggest Google news for April 2017 in our opinion. Google has recently announced that it will start using cross-device retargeting for the lists created in Google Analytics.

We have been waiting for this update to be implemented, after reading Google’s article in October 2016 New digital innovations to close the loop for advertisers that it will start using signed-in user data to enable retargeting across devices on the Google Network.

The final loop to close is the one across all the devices people use — phones, tablets, laptops and everything in between. Today, we’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps, and sites. You can now tell a single story to your audience and decide how frequently they see your ad across devices.

Why is Cross-Device lists worth more than Gold?

As most of the advertisers know by now, that customers are using mobile for the first touches and completing the purchase on another device, this new update from Google will be very important for advertisers as it gives you, even more, users to target and ways to interact with the customer.


What should I do to start using the new lists?

Starting May 15, audience lists created in Google Analytics will automatically be using new cross-device data. If you are already using Google Analytics lists for retargeting, it’s still unclear if old lists will be including the new capabilities. We will keep you updated as we learn more about this update when it launches.

The upcoming changes mean that you will be able to show your ads to users on different devices, so it’s now very important to review your ad-targeting settings and also re-think your ads to fit new the new change and to be more specific with your message.