Conversion metrics

1. Activity per Click (Conversion Rate)

   Activity per Click (Conversion Rate)
   Conversion
   
   

   For each Floodlight activity, the average number of activities (conversions) that result from one click, calculated as:

   Activities / Clicks

   If there are more clicks than activities, the value for this metric will be less than 1.

2. Activity per Thousand Impressions

   Activity per Thousand Impressions
   Conversion
   
   

   For each Floodlight activity, the average number of activities (conversions) that result from 1000 impressions, calculated as:

   Activities / (Impressions / 1000)

   If there are more than 1000 impressions for each activity, the value for this metric will be less than 1.

3. Click-through Conversion Events

   Click-through Conversion Events
   Conversion
   
   

   All conversion events in the reporting period that are attributed to a click on an ad.

   + Cross-Environment will also include when Floodlight attributed a click to one device or environment, then recorded a conversion event on a different device or environment.

4. Click-through Conversions

   Click-through Conversions
   Conversion
   
   

   All conversions in the reporting period that are attributed to a click on an ad.

   + Cross-Environment will also include when Floodlight attributed a click to one device or environment, then recorded a conversion on a different device or environment.

5. Click-through Revenue

   Click-through Revenue
   Conversion
   
   

   The total amount of revenue attributed to click-through conversions. Revenue is calculated for Floodlight sales activities.

6. Conversion Events

   Conversion Events
   Conversion
   
   

   The number of times that a Floodlight activity was associated with a click or impression. Unlike conversions, Floodlight never counts more than one conversion event at a time, even if the conversion is a sales activity that reports multiple conversions at once.

   + Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded a conversion event on a different device or environment.

7. Conversions

   Conversions
   Conversion
   
   

   The number of times that users took a desired action during the reporting period, after seeing or clicking on an ad. Each action is defined by a Floodlight activity. A conversion is only counted if the ad impression or click falls within the lookback windows set for the placement where it occurred. For sales activities, Floodlight might count more than one conversion per event. For example, you can set up Floodlight to count the number of items purchased as the number of conversions for a single event.

   + Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded a conversion on a different device or environment.

8. Cost Per Activity

   Cost Per Activity
   Media Cost
   
   

   For each Floodlight activity, the media cost per user activity (conversion), calculated as:

   Total Media Cost / Total Floodlight Activities Recorded

9. Cost per Revenue (Floodlight conversions)

   Cost per Revenue (Floodlight conversions)
   Media Cost
   
   

   For each Floodlight sales activity, the media cost for each unit of revenue recorded, calculated as:

   Media Cost / Revenue

   Keep in mind that revenue is recorded only for sales activities, not for counter activities.

10. First Click Conversions

    First Click Conversions
    Conversion
    
    

    The number of first clicks (by dimension and lookback window) that led to a conversion. For example, if the first click (in the lookback window) for a given conversion path was on mobile, this metric will show a count of 1 for mobile environments but 0 for desktop environments. 

11. First Click Revenue

    First Click Revenue
    Conversion
    
    

    The value of the conversions for which a click was the first interaction in the conversion path.

12. First Impression Conversions

    First Impression Conversions
    Conversion
    
    

    The number of first impressions (by dimension and lookback window) that led to a conversion. For example, if the first impression (in the lookback window) for a given conversion path was on mobile, this metric will show a count of 1 for mobile environments but 0 for desktop environments. 

13. First Impression Revenue

    First Impression Revenue
    Conversion
    
    

    The value of conversions where an impression was the first interaction in a conversion path.

14. Floodlight Impressions

    Floodlight Impressions
    Conversion
    
    

    The number of Floodlight or ad impressions recorded for each Floodlight configuration. You can use Floodlight impression data to debug your tags and ensure that they are implemented and firing correctly.

    Floodlight impression data is only available at the Floodlight configuration, activity group, and activity levels. Selecting this metric limits the other types of data that can be selected for a given report. For example, Floodlight impressions cannot be matched with ads or creatives, so ad-level and creative-level data will be unavailable.

    In cases where the Floodlight configuration is shared, the report shows aggregated impression data under the the parent advertiser where the configuration was set, then lists all of the child advertisers that are using the parent advertiser's Floodlight configuration.

    The Floodlight impressions metric is compatible with the following dimensions:

    • Date:
      • Date
      • Month
      • Week
    • Campaign Manager 360:
      • Activity
      • Activity Group
      • Activity Group ID
      • Activity ID
      • Floodlight Configuration

    A Floodlight impression is not the same as a Floodlight conversion (user activity). A Floodlight impression is counted whenever a user visits a webpage with a Floodlight tag. A conversion is only counted if that user has previously interacted with an ad that belongs to the same advertiser as the Floodlight tag.

    Keep in mind that the number of Floodlight impressions will be higher than the number of conversions, because it counts every visit to Floodlight-tagged web pages, not just visits from users who have seen or clicked on an ad within the specified lookback window.

15. Floodlight: Paid Search Action Conversion Percentage

    Floodlight: Paid Search Action Conversion Percentage
    Paid Search Conversions
    
    

    The number of actions divided by the number of paid search clicks. Actions are non-revenue conversions—such as catalog subscriptions—that were recorded by Floodlight counter activities. For example, if 10 users click on a paid search ad and 5 of them sign up for catalog subscriptions (triggering a Floodlight counter activity), the paid search action conversion percentage is 50%, calculated as:

    5 / 10 × 100%

16. Floodlight: Paid Search Average Cost Per Action

    Floodlight: Paid Search Average Cost Per Action
    Paid Search Conversions
    
    

    The average cost per action (CPA) of paid search, which is the amount spent on paid search clicks per action that a customer performs. An action is a non-revenue conversion—such as a catalog subscription—that is recorded by a Floodlight counter activity.

17. Floodlight: Paid Search Average Cost Per Transaction

    Floodlight: Paid Search Average Cost Per Transaction
    Paid Search Conversions
    
    

    The average cost per transaction (CPT) of paid search, which is the amount you spend on paid search clicks per transaction that a customer performs. A transaction is a conversion recorded by a Floodlight sales activity; depending on how they're set up, sales activities can count a single purchase as more than one transaction.

18. Floodlight: Paid Search Average DCM Transaction Amount

    Floodlight: Paid Search Average DCM Transaction Amount
    Paid Search Conversions
    
    

    The average amount of money per transaction (that is, conversion) that is recorded by a Floodlight sales activity and attributed to a paid search click. The average amount is calculated by dividing the total sales amount by the total number of transactions (conversions); depending on how they're set up, sales activities can count a single purchase as more than one transaction.

19. Floodlight: Paid Search Spend Per Transaction Revenue

    Floodlight: Paid Search Spend Per Transaction Revenue
    Paid Search Conversions
    
    

    The ratio of paid search cost to paid search revenue, calculated as:

    Paid search cost / Paid search revenue

20. Floodlight: Paid Search Transaction Conversion Percentage

    Floodlight: Paid Search Transaction Conversion Percentage
    Paid Search Conversions
    
    

    The number of transactions (conversions) recorded by Floodlight sales activities divided by paid search clicks. For example, if 10 customers click on a paid search ad and 4 of them complete a purchase, the paid search transaction conversion percentage is 40%, calculated as:

    4 / 10 × 100%

    (Depending on how they're set up, sales activities can count a single purchase as more than one transaction.)

21. Floodlight: Paid Search Transaction Revenue Per Spend

    Floodlight: Paid Search Transaction Revenue Per Spend
    Paid Search Conversions
    
    

    The ratio of paid search revenue to paid search cost, calculated as:

    Paid search revenue / Paid search cost

22. Interaction Count

    Interaction Count
    General
    
    

    The number of interactions with a given channel. You can include the interaction count for the following channels:

    • Click tracker

    • Mobile Rich Media

    • Mobile static image

    • Mobile video

    • Natural search

    • Paid search

    • Rich media

    • Static image

    • Video

23. Natural Search Revenue

    Natural Search Revenue
    Natural Search Conversions
    
    

    The amount of revenue recorded from Floodlight conversions attributed to natural search ads.

24. Natural Search Transactions

    Natural Search Transactions
    Natural Search Conversions
    
    

    The number of sales conversions attributed to natural search ads, as recorded by Floodlight sales activities.

25. Paid Search Actions

    Paid Search Actions
    Paid Search Conversions
    
    

    The number of non-revenue conversions—such as email subscriptions—that were recorded by Floodlight counter activities and attributed to paid search ads.

26. Paid Search Revenue

    Paid Search Revenue
    Paid Search Conversions
    
    

    The amount of revenue recorded from Floodlight conversions attributed to paid search ads.

27. Paid Search Transactions

    Paid Search Transactions
    Paid Search Conversions
    
    

    The number of sales conversions attributed to paid search ads, as recorded by Floodlight sales activities.

28. Revenue per Click

    Revenue per Click
    Conversion
    
    

    For each user click, the average amount of revenue recorded by each Floodlight sales activity, calculated as:

    Revenue / Clicks

29. Revenue per Thousand Impressions

    Revenue per Thousand Impressions
    Conversion
    
    

    For each user click, the average amount of revenue recorded by each Floodlight sales activity, calculated as:

    Revenue / (Impressions / 1000)

30. Total Conversion Events

    Total conversion events
    Conversion
    
    

    All conversion events in the reporting period, including both click-through and view-through conversions.

    + Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded a conversion event on a different device or environment.

31. Total Conversions

    Total Conversions
    Conversion
    
    

    All conversions in the reporting period, including both click-through and view-through conversions.

    + Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded a conversion on a different device or environment.

32. Total Revenue

    Total Revenue
    Conversion
    
    

    The total amount of revenue attributed to all conversions in the reporting period, including both click-through and view-through conversions. Revenue is calculated for Floodlight sales activities. In the standard report, revenue for each Individual floodlight conversion is capped at one million (of the conversion's currency). This may cause discrepancies with other reports.

    + Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded conversion revenue on a different device or environment.

33. View-through Conversion Events

    View-through Conversion Events
    Conversion
    
    

    Conversion events that are attributed to an ad that was displayed but not clicked on.

    + Cross-Environment will also include when Floodlight attributed an impression to one device or environment, then recorded a conversion event on a different device or environment.

34. View-through Conversions

    View-through Conversions
    Conversion
    
    

    Conversions that are attributed to an ad that was displayed but not clicked on.

    + Cross-Environment will also include when Floodlight attributed an impression to one device or environment, then recorded a conversion on a different device or environment.

35. View-through Revenue

    View-through Revenue
    Conversion
    
    

    The total amount of revenue attributed to view-through conversions. Revenue is calculated for Floodlight sales activities.

Conversion dimensions

1. Activity

   A single Floodlight tracking element used to track any action (such as a click, download, lead, or sale) performed by a user in an advertiser's app or website after that user has clicked on or seen the advertiser's ad.

2. Activity date/time

   The time at which a user performed an activity that resulted in a conversion (dependent on your account time zone).

3. Activity Delivery Status

   Activity Delivery Status
   Media Cost
   
   

   For each placement, the percentage of Floodlight activities (conversions) booked for the specified time period that have actually been delivered, calculated as:

   (Total conversions / Booked activities) x 100%

   This value only applies to placements with a CPA cost structure.

4. Activity group

   Activity group
   General
   
   

   A set of Floodlight activities that have been grouped together in Campaign Manager 360 for reporting purposes.

5. Activity ID

   The ID associated with an activity.

6. Channel mix

   Shows which channels (for example, display, mobile, Rich Media, or click tracker) were part of the conversion path, broken down by individual channel.

7. Conversion ID

   An ID that is used to disambiguate which path a given interaction belongs to.

8. Conversion referrer

   Conversion referrer
   General
   
   

   The URL of the page where the Floodlight tag is implemented.

   To ensure that Campaign Manager 360 can record the conversion referrer, make sure that you use secure tags (https://) on secure pages.

9. Conversion URL

   The URL portion of the Floodlight tag. It includes everything that comes after ad.doubleclick.net/activity;.

   For example:

   src=3528935;type=frida880;cat=ire;qty=1;cost=99.99;ord=123456789

   where:

   src

   Identifies the advertiser that is the source of the Floodlight activity. The value of the src= key is the advertiser ID.

   type
   The group tag string, which identifies the activity group with which the Floodlight activity is associated in Campaign Manager. (The activity group is used for reporting purposes.) You can set your own value for the group tag string or use the default value. The default group tag string is based on the first five letters of the activity group name, plus a string of three random alphanumeric characters, underscores, and dashes. (If the activity group name has fewer than five characters, extra letters are appended before the alphanumeric characters so that there are still eight characters.)

   cat
   The activity tag string, which identifies the Floodlight activity. You can set your own value for the activity tag string or use the default value. The default activity tag string is based on the first five letters of the activity name, plus a string of three random alphanumeric characters, underscores, and dashes. (If the activity group name has fewer than five characters, extra letters are appended before the alphanumeric characters so that there are still eight characters.)

   qty
   How this parameter is used depends on the counting method you're using for the sales activity.

   • If you're counting transactions, the parameter is qty=1.

   • If you're counting items sold, the parameter is qty=[Quantity], and the advertiser is responsible for dynamically inserting the number of items sold as part of each purchase.

    

   cost
   The amount of revenue generated by the transaction. The advertiser is responsible for dynamically inserting the value of each purchase. The value should be inserted as a number, without commas or currency symbols.

   ord
   To enable Campaign Manager to count each visit to the Floodlight-enabled webpage as a separate activity, the advertiser is responsible for dynamically inserting a unique string as the value of the ord= parameter each time the Floodlight-enabled webpage is accessed.

10. Custom Floodlight variables

    Use Custom Floodlight Variables to create reporting data that is tailored to your unique business needs. Custom Floodlight Variables use the keys u1=, u2=, and so on, and can take any values that you choose to pass to them. You can use them to track virtually any type of data that you collect about your users, such as the genre of movie that a user purchases, the country to which the item is shipped, and so on.

    Learn more about Custom Floodlight Variables

11. Days since attributed interaction

    The number of days between the attributed ad (the ad that receives credit for the conversion) in the path and the conversion.

12. Days since first interaction

    The number of days between the first ad in the path and the conversion.

13. Floodlight attributed interaction

    The interaction that receives the credit for a conversion. It's generally the most recent click, or if there's no click, the most recent impression.

    If you override the lookback window in a report or change the maximum gap between interactions, this may change which interaction receives credit for the conversion. The new value will appear as a separate “Recalculated attribution interaction” field, so make sure to include that dimension in your report as well if you want to see the results of your changes.

14. Floodlight attribution type

    The type of interaction that occurred and led to a conversion (either click-through, view-through, or unattributed).

    If you override the lookback window in a report or change the maximum gap between interactions, this may affect the attribution type displayed in your report. The new value will appear as a separate “Recalculated attribution type” field, so make sure to include that dimension in your report as well if you want to see the results of your changes.

15. Floodlight configuration

    An ID that identifies the advertiser that's the parent in the Floodlight setup. If an advertiser uses its own Floodlight configuration, the ID is the same as the advertiser ID. If an advertiser uses another advertiser's Floodlight configuration, the ID is the same as the parent advertiser's ID.

16. Has (Rich Media dimensions)

    In Floodlight reports, shows whether the associated dimensions in the row (campaign, creative, etc.) have a recorded Rich Media event or feature of the type selected (TRUE if it does, FALSE if it doesn't):

    • Has Backup Image
    • Has Counters
    • Has Dynamic Impressions
    • Has Exits
    • Has Expansions
    • Has Full-Screen Impressions
    • Has Full-Screen Video Completions
    • Has Full-Screen Video Plays
    • Has Full-Screen Views
    • Has HTML5 Impressions
    • Has Interactive Impressions
    • Has Manual Closes
    • Has Timers
    • Has Video Companion Clicks
    • Has Video Completions
    • Has Video First Quartile Completions
    • Has Video Full-Screen
    • Has Video Interactions
    • Has Video Midpoints
    • Has Video Mutes
    • Has Video Pauses
    • Has Video Plays
    • Has Video Replays
    • Has Video Skips
    • Has Video Stops
    • Has Video Third Quartile Completions
    • Has Video True Views
    • Has Video Unmutes
    • Has Video Views

17. Hours since attributed interaction

    The number of hours between the attributed ad (the ad that receives credit for the conversion) in the path and the conversion.

18. Hours since first interaction

    The number of hours between the first ad in the path and the conversion.

19. Interaction channel

    Shows the channel associated with this interaction. Can be image, Rich Media, click tracker, and so on. This field is similar to ‘Exposure type’ in E2C reports.

20. Interaction date/time

    The timestamp for each individual interaction that led to a conversion (dependent on your account time zone).

21. Interaction number

    The order in which the interaction occurred, in order of most to least recent interaction before the conversion activity. For example, if the conversion occurred at noon, the list of activities leading to the conversion could be numbered 1) 11:55 am, 2) 11:30 am, 3) 9:00 am, 4) previous day, and so on.

    Interaction #1 is not necessarily the attributed interaction. For example, let’s say that Interaction #1 was an impression, and your other interactions were clicks. In this case, the conversion would be attributed to the most recent click instead.

22. Interaction type

    Can be either click or impression. Includes clicks on click trackers. This field is similar to ‘Exposure type’ in E2C reports.

23. NUM value

    The value of the num= parameter in a Floodlight activity tag. For counter activity tags that count unique users within a 24-hour period, the value is a random number. Otherwise, the num= parameter isn't used.

24. ORD value

    The value of the ord= parameter in a Floodlight activity tag. For counter tags, the value can be a random number, 1, or a session ID, depending on how the tag is set up. For sales tags, the value is an order ID.

25. Path length

    The number of times a user has seen or clicked on your ads before converting. An impression followed by a click is counted as two separate interactions. Clicks on click trackers and Search Ads 360 ads are also counted as interactions.

26. Path type

    Indicates whether the conversion is IP-based or cookie-based.

27. Recalculated attributed interaction

    If you override the lookback window in a report or change the maximum gap between interactions, this may change which interaction receives credit for the conversion. This is a separate field from the regular “Floodlight attribution interaction,” so make sure to include that dimension in your report as well if you want to see the results of your changes.

28. Recalculated attribution type

    If you override the lookback window in a report or change the maximum gap between interactions, the attributed interaction and therefore the interaction type may change as well. This is a separate field from the regular “Floodlight attribution type,” so make sure to include that dimension in your report as well if you want to see the results of your changes.

    The attribution type may be either click-through, view-through, or unattributed.

29. TRAN value

    The value of the tran= value, if one is included in Floodlight activity tags.

30. U value

    The value of the u= value, if one is included in Floodlight activity tags.

Attribution metrics

1. Click-through Assisted Conversions

   Click-through Assisted Conversions
   Attribution - Assisted Conversions
   
   

   The total number of click-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel.

2. Click-through Assisted Revenue

   Click-through Assisted Revenue
   Attribution - Assisted Revenue
   
   

   The total revenue value of click-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel.

3. Rich Media Assisted Conversions

   Rich Media Assisted Conversions
   Attribution - Assisted Conversions
   
   

   The total number of conversions that had an assisting Rich Media interaction in the path, either as a total, or broken down by channel.

4. Total assisted revenue

   The revenue value of click-through and view-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel.

5. Unassisted conversions

   Unassisted conversions
   Attribution - Assisted Conversions
   
   

   The number of conversions for which the there was only one interaction that led to the conversion, and no other impressions or clicks assisted in the conversion.

6. Unassisted revenue

   The total revenue value for which the there was only one interaction that led to the conversion, and no other impressions or clicks assisted in the conversion.

7. View-through Assisted Conversions

   View-through Assisted Conversions
   Attribution - Assisted Conversions
   
   

   The total number of view-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel.

8. View-through Assisted Revenue

   View-through Assisted Revenue
   Attribution - Assisted Revenue
   
   

   The revenue value of view-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel.