Google announced the launch of a new type of remarketing list in Google Analytics: smart lists. These are built using machine learning across websites that have opted to share conversion data, and make use of “dozens” of signals like visit duration, page depth, location, device, referrer, and browser.
The lists predict which users are most likely to convert during a later visit.
Based on their on-site actions, Analytics is able to calibrate your remarketing campaigns to align with each user’s value, according to the company.
“If you use use eCommerce transaction tracking and have enough traffic and conversions, your Smart List will be automatically upgraded,” Google explains in a blog post. “Marked as [My Smart List], your list will be customized based on the unique characteristics that cause your visitors to convert. Only you will have access to this list, and no new data will be shared whether you use this feature or not.”
“For best results, make sure your Google Analytics goals and transactions are being imported into AdWords, then combine your Smart List with Conversion Optimizer using Target CPA or ROAS in AdWords,” it adds. “If you’re new to remarketing, the Smart List is a great way to get started with strong performance results. As you get comfortable with remarketing you can tailor your creatives and apply a variety of remarketing best practices.”
Google says it will extend the signal directly to marketers’ current lists as an optimization signal used in AdWords bidding for those already using sophisticated list strategies. It’s also working on surfacing signals elsewhere in reports and in the Google Analytics.
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