The remarketing  feature in AdWords allows you to reach people who previously visited your website. While remarketing can be a great way to attract past visitors back to your site, you should inform these people that you gather information for remarketing or similar audiences on your website.

How remarketing collects website users data

If you have remarketing data enabled (via Google adwords or analytics), you have enabled Google to collect data about your traffic via Google Advertising Cookies and identifiers. In order to collect this data, you must adhere to this policy:

You will not identify users or facilitate the merging of personally identifiable information with non-personally identifiable information collected through any Google advertising product or feature unless you have robust notice of, and the user’s prior affirmative (i.e., opt-in) consent to, that identification or merger. Irrespective of users’ consent, you must not attempt to disaggregate data that Google reports in aggregate.

Cross-Device Remarketing

As of 15 May 2017, Google also automatically collects cross-device information and data from visitors. Google uses data from its signed-in users together with your Google Analytics data to build and define audience lists for cross-device remarketing.

So what do I need to include in my privacy policy?

If you’ve enabled any Google Analytics Advertising features, you are required to notify your visitors by disclosing the following information in your privacy policy:

  • The Google Analytics Advertising Features you’ve implemented.
  • How you and third-party vendors use first-party cookies (such as the Google Analytics cookie) or other first-party identifiers, and third-party cookies (such as Google advertising cookies) or other third-party identifiers together.
  • How visitors can opt-out of the Google Analytics Advertising Features you use, including through Ads Settings, Ad Settings for mobile apps, or any other available means (for example, the NAI’s consumer opt-out).

We also encourage you to point users to Google Analytics’ currently available opt-outs for the web.

You should consult professional legal advice for the wording and specifics of what to include as PN Digital is not responsible for the contents of your legal documents.

For more information, please see:

https://support.google.com/analytics/answer/2700409?hl=en