Google Dynamic Retargeting

We’ve rolled out a new feature in smartURL called Google Dynamic Retargeting. This feature increases the power of our retargeting tools and simplifies the process of building retargeting lists.

Now when you create an iTunes smartURL, the system will automatically add Google retargeting to the smartURL, so you’ll no longer need to create retargeting pixels in Report(SE). Not only does this process happen automatically, but it happens in a more nuanced way than our old Google retargeting pixels. The system will gather metadata about artist, album name, genre & release date, which allows us to place users on multiple lists at once.

In the example below, the system will create a bucket for users who click Future smartURLs, a bucket for users who click EVOL smartURLs, a bucket for users who click Hip-Hop/Rap smartURLs, and a bucket for users who click post-release smartURLs. We can combine these buckets to make more specific audiences for Future.

Below you’ll find instructions for how to use this new kind of retargeting in your smartURLs.

Retargeting Options

These will determine whether smartURL makes Google retargeting lists for your smartURL. They will default to be toggled on.

Google Account

This will automatically select your company’s account for all of your links.


For iTunes links, all of the standard parameters we would want to track will auto-fill. For links driving other places, you will need to manually add the parameters and their values. Below are the parameters and values that should be used.

  • artist – The value should be the artist name
  • album – The value should be the album name or single name
  • genre – The value should be the genre of the artist, taken from iTunes
  • releasePhase – There are two values that should be entered
  1. Pre – Release day should be entered as the End Date
  2. Post – Release day should be entered as the Active Date
  • retailer – The value should be the destination of the link (iTunes, Amazon, Spotify, etc.)
  • format – This should be used to specify smartURLs linking to unusual formats (Vinyl, DVD, Box Set)