GA Remarketing Lists – Regex Bug

GA Remarketing Lists – Regex Bug

If you’ve been creating Google Analytics Remarketing lists using regular expressions and are finding that cookies are not accumulating, you are not going crazy.  There is a bug.  We have reported this bug to Google.  A workaround is described below.


  • Let’s say you want to set a remarketing cookie when people reach a hypothetical page:
  • You select “Regular Expression Type” of “Visitors who visited a specific page/section of my site (e.g. homepage, landing page, shopping cart)”
  • This regular expression should work: /5678\.aspx


  • If you “Get Estimate”, a value of “0” will be returned.
  • Zero cookies will accumulate, although GA says there is traffic.

Workaround Solution:

  • Add .* to the front and back of the regex, as in:  .*/5678\.aspx.*
  • Check “Get Estimate” – A value other than “0” should be returned if you have traffic.
  • Cookies should begin to accumulate for this list.
By |2012-12-10T10:22:41-05:00December 10th, 2012|3 Comments
Categories: Google Analytics


  1. Hamza March 11, 2013 at 10:48 am - Reply

    Hi Jun Li,

    I’m having this issue too but for some reason it happens when I set the remarketing type to ‘All Visitors’, any ideas why?


    • June Li March 11, 2013 at 5:35 pm - Reply

      Hi Hamza,
      Thank you for your question.

      If I understand correctly, (1) the remarketing code is properly installed, (2) is firing properly, (3) you have set type to “All Visitors”, and (4) get estimate gives you a value of “0”. Is this correct? If so, is this a brand new profile?

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