Do you use content profiling in your projects for the purpose of the profiling of users and behavioral personalization? Let’s take a look at the way profiles can be used for re-marketing, not only in Sitecore, but also for example in Google search and how to better target your ad in Google Adwords using re-marketing lists for ads (RLSA).

As an example, we have a simple profile that separates users according to interest in the product categories. The profile contains 4 keys: bathrooms, kitchens, tiles and doors. It is calculated by visits from these 4 categories:


We would like to send pattern cards assigned to visitors to Google Analytics and use them to create 4 dynamic audiences (bathrooms, kitchens, tiles and doors).

For every visit of the web, it is necessary to send the visitor’s unique ID (Sitcore contact ID which can be sent do GA as User ID) to Google Analytics as well as information regarding the currently assigned pattern card.  The easiest way is to write this data to HTML of each page and then use Google Tag Manager to send it to Google Analytics after the page loads. The data may look like this:

<body visitor-gtm="visitor" visitor-gtm-data="{  

For this data, it is necessary to prepare your own dimension in Google Analytics. In the basic GA account, it is possible to set a maximum of 20 indexes for your own dimension. GA 360 accounts have up to 200 indexes available. However, in the majority of the cases, you will not even exceed the basic 20 indexes. For setting your own dimensions, it is necessary to correctly select the range, on which data your own dimension will be used. The user’s ID does not change if the user accesses the web from the same browser  and did not delete the cookies.  We also need a consistent list of visits by one user in Google Analytics. Therefore, we set the range on the user’s level:

Screenshot 2017-09-15 11.20.00

Since we always need a currently assigned profile card to the user to be saved in GA,we use the range on the level of the visit (see Now we have all the necessary data for creating the re-marketing lists for searching (RLSA) in Google Analytics. All that is left to do in the GA is create segments, from which the audience will automatically be created. This is what we use the Product category interest custom dimension for.

The next step is creating your own segments from the data of custom dimension. Using conditions, create the users’ segments, which have the “bathroom” pattern card assigned to them in Sitecore.

Screenshot 2017-09-11 16.48.10

The last step is creating an audience from the newly created  custom segment. Create a new audience in  GA in the service administrator from which a re-marketing list will be created and import your newly created segment.

Screenshot 2017-09-11 16.42.43

Set the Adwords account as your target. This account has to be synchronized with your Google Analytics account, which collects your data for the re-marketing lists.


Now, you have everything you need to personalize to whom your ad will be displayed in the results of the Google search, based on the data from the Sitecore behavioral profiles.