A feature of DoubleClick for Advertisers (DFA) that enables advertisers to track and report on conversions. It is an iframe tag that renders when the page on which it is located serves. Floodlight tags are located on pages where conversions take place (for example, when consumers make purchases or complete online forms). DFA generates Floodlight tags and delivers them to the advertiser. Advertisers in turn place Floodlight tags on the confirmation pages or other pages where consumer activity is to be tracked.