Floodlight tags and activities
A Floodlight tag is an HTML tag that you place on your web site to track conversions, such as a consumer making a purchase or completing an online form. A Floodlight activity stores data recorded by a specific Floodlight tag and makes the data available within all DoubleClick properties, such as DoubleClick Search (DS) and DoubleClick Campaign Manager (DCM)
Floodlight tag on the “Thank you” page
Here’s a Floodlight tag on the thank-you page that records transactions on the site:
<iframe height="0" width="0" src="//0.fls.doubleclick.net/activityi;src=0;type=fake_tag;cat=fake_tag;u=4771963;qty=1;cost=129.97;tran=816043;
ord=4771963;~oref=http%3A//mysite.com/checkout?" style="display: none; visibility: hidden;"></iframe>
When the page loads, the tag sends its unique ID to DS and DCM, along with the total revenue from the sale and other data. DS and DCM use the ID to associate the transaction with a specific Floodlight activity.
“Thank you page” Floodlight activity in DS
When a Floodlight tag sends data to DS and DCM, a Floodlight activity stores the data. In DS, you can see the number of conversions that occurred for each Floodlight activity bysegmenting a report. For Floodlight activities that record transactions, you can also see the total revenue from each activity.
The following example of a segmented report shows the number of transactions and the amount of revenue recorded by the Floodlight tag on the “Thank you page” and reported by the corresponding “Thank you page” Floodlight activity. Note that ads from two different ad groups are attributed credit for generating the revenue. (The Cost column records the advertising cost incurred by customers clicking ads served from each ad group.)
|Ad group||Floodlight activity group||Floodlight activity||Trans||Cost||Revenue|
|T-shirts||Sales Confirmation||Thank you page||613||308.79||$1,115.00|
|Shoes||Sales Confirmation||Thank you page||393||150.33||$985.72|
In the same way that you use ad groups to organize ads and biddable items, DS organizes Floodlight activities into Floodlight activity groups (or Floodlight groups for short).
There are two types of Floodlight groups that you can create:
- Action: contains Floodlight activities that count the number of times that users have visited a particular webpage after seeing or clicking on one of your ads.
- Transaction: contains Floodlight activities that track the number of sales made or the number of items purchased. You can also capture the total value of each sale.
DoubleClick Floodlight Counter Tags
The DoubleClick Floodlight Counter tag allows you to count the number of times that users have visited a particular page after seeing or clicking one of your ads. There are two ways to add Floodlight tags to a container:
- Accept a tag that has been pushed from the DoubleClick Campaign Manager user interface.
- Add the tag from the Google Tag Manager user interface.
Accepting a Pushed Floodlight Tag
This tag can be pushed directly to your container from the DoubleClick Campaign Manager user interface. To allow this in Google Tag Manager, you need to approve the link request and pushed tag(s). Read Approvals to learn more.
To accept a pushed Floodlight tag, navigate to Approval Queue → Tags. Click the activity name. A few of the parameters (e.g. the values for “src= “, “type= “, and “cat= “) will be pre-set.
Floodlight custom variables are key-values that can be used to track data that you collect about your users, for example the genre of movie that a user purchases. Custom Floodlight variables use the keys u1=, u2=, etc. For pushed tags, variable names will be pre-populated in the custom variable fields; you will need to configure these variables to pull the appropriate data by mapping them to Google Tag Manager variables.
Make desired modifications to the tag, then click Approve.
Adding the Tag in Google Tag Manager
Select DoubleClick Floodlight Counter as the Tag Type.
Select the trigger corresponding to the landing page where you would like to fire the tag or create one if it doesn’t exist already. To create a trigger, select pageview as the trigger event type and add the following trigger filter:
url contains www.example.com/mylandingpage.html
Learn more about triggers.
Click continue and configure your tag:
- Find the value of “src= ” and enter it into Advertiser ID.
- Find the value of “type= ” and enter it into Group Tag String.
- Find the value of “cat= ” and enter it into Activity Tag String.
Floodlight custom variables are key-values that can be used to track data that you collect about your users, for example the genre of movie that a user purchases. Custom Floodlight variables use the keys u1=, u2=, etc. For each custom variable, select a Google Tag Manager variable that contains the value you want to pass to the Floodlight custom variable.
Once you have completed entering the tag information, click Save.
Mobile Floodlight activities
The process for receiving mobile Floodlight activities is similar to the process for regular Floodlight activities, with some small changes.
You’ll need to create a container specifically for mobile activities and use this container to link to DoubleClick Campaign Manager. If you’ve already created a container to fire your regular Floodlight tags, note that you’ll need to create and maintain a separate mobile container specifically for mobile Floodlight tags.
When you receive the tags, you may also receive specific instructions with conditions for how they should fire. There are two mobile-specific settings you may have to configure:
- Unrepeatable: Check this box if you want your Floodlight tag to fire only once over the lifetime of the app (for example, when a user downloads or installs an app).
- Triggers: The activity must be tied to a trigger in Google Tag Manager so that the tag fires.