About Floodlight and Floodlight activities

Floodlight is used for conversion and event tracking across Google Marketing Platform, including Campaign Manager 360, Display & Video 360, and the new Search Ads 360.

Benefits of Floodlight

Floodlight allows you to:

  • Monitor and report on conversions. For example, the actions users take interacting with one of your ads.
  • Create audiences. For example, lists of users who’ve performed specific actions on a site. Audiences are useful because they can help determine where ads are shown in future campaigns.

How Floodlight works

Floodlight uses Floodlight activities, which are snippets of HTML and JavaScript code. This is also known as a tag.

For each event that you want to track, you can create a Floodlight activity in Campaign Manager 360, Display & Video 360, or the new Search Ads 360. This will generate tag code, which you can add to your site or app to track the event. 

Floodlight tags have a minimal effect on web page layout and speed.

Floodlight in the Google Marketing Platform

Floodlight activities are shared across the Google Marketing Platform, which means you can use a single set of Floodlight tags to track conversions from both display and search advertising. 

Learn more about how the new Search Ads 360 and Campaign Manager 360 share Floodlight activities.


Due to differences in cookie and device ID settings, advertisers may see fluctuations in delivery and performance when cookies or device ID are unavailable. In some situations, Campaign Manager 360, Display & Video 360, and the new Search Ads 360 use machine learning and historical data to model conversions.

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