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Conversion tracking with Floodlight

To implement Floodlight, advertisers have to place Floodlight tags on their webpages; each set of tags corresponds to one Floodlight activity, which is a user activity that you track by using Floodlight. These tags are created in DCM, but they're often implemented by a webmaster who doesn't have access to the DCM interface. Instead, the webmaster receives the tags from their DCM contact person.

Floodlight tags should be placed between the <body> and </body> tags of an HTML page.

Place tags near the top of the page

To ensure accurate counting, DoubleClick recommends that Floodlight tags be placed as close to the top of the webpage as possible. That way, even if a user clicks the Stop button in the browser or navigates away from the webpage, the Floodlight impression is counted.

Keep in mind that Floodlight tags are often used to record information about actions that the user took on the previous page. For example, if a user is making a purchase, the Floodlight tag that records the value of the purchase will be placed on the confirmation page where the user is taken after the purchase. That's why it's important to ensure that the Floodlight tag is called as early as possible in the process of loading the page. Request times vary, but are usually completed within 300 milliseconds, so the call should have a minimal impact on latency.

Multiple Floodlight tags on a single webpage

Each Floodlight tag is processed independently, so you can put more than one set of Floodlight tags on a webpage. Keep in mind, however, that a Floodlight impression will be recorded for each set of Floodlight tags whenever the page is loaded, potentially resulting in a higher cost for the advertiser. Consider your Floodlight strategy carefully before implementing multiple Floodlight tags on a single webpage.

Floodlight tags and frames

If you're placing Floodlight tags on a webpage that uses frames, put the tags in the HTML page with the main content. Do not put the Floodlight tags in the HTML page containing the <frameset> tags.

Enable in-app conversion tracking

Doubleclick Campaign Manager (DCM) supports mobile in-app to in-app conversion tracking with Floodlight through the use of advertising device identifiers. The following identifiers are supported:

These identifiers can be passed through DCM in-app ad tags at serve time. Your advertiser can fire in-app Floodlight tags that use the same device identifiers to attribute any in-app conversion activities to these impressions and clicks. Learn more about implementing in-app Floodlight conversion tracking

Pass device identifiers to impressions and clicks

When an app publisher serves DCM tags, they'll also pass 3 additional parameters:

  • dc_rdid=: User resettable device identifiers in the form of IDFA for iOS or advertising ID (AdID) for Android. This parameter is required. The publisher must pass a value into this parameter in order to enable in-app conversion tracking. The values should be the unhashed, raw value. We will only accept values passed securely over SSL-enabled tags.

    Note: We strongly recommend using the dc_rdid parameter for device IDs instead of the legacy parameter dc_muid, which accepts uppercase MD5-hashed IDFA, Android ID, and AdID values.

  • tag_for_child_directed_treatment=: Accepts a value of 0 or 1. A value of 1 indicates that this particular request may come from a user under the age of 13, under COPPA compliance.

  • dc_lat=: Accepts a value of 0 or 1. A value of 1 means that the user has enabled the “Limit Ad Tracking” option for IDFA or AdID in order to opt out of interest-based ads and remarketing. If "Limit Ad Tracking" is off, the value is 0.

Tracking conversion events

Your advertiser will need to create and configure their mobile Floodlight activities in DCM. The process for creating a mobile Floodlight activity is similar to that of creating a regular Floodlight activity, with a few minor changes. Once the tags are ready, there are two different options for reporting on in-app conversion activity:

  • Use a Google Tag Manager container to fire Floodlight tags when in-app conversion activities occur.

  • If the advertiser you work with doesn’t use Google Tag Manager, either the partner or advertiser can call Floodlight directly using a GET request to report conversion activity in an app.

Google Tag Manager

Your advertiser can manage multiple mobile Floodlight tags in their app using Google Tag Manager. They can configure the tags to fire on one-time events (such as when a user installs the app) or events that may be repeated (such as completing a purchase). Conversion data will be available in DDM Reporting.

Direct Floodlight calls

Using direct Floodlight calls allows the advertiser to record Floodlight activity by making direct GET requests to the Floodlight service:;cat=fghij456;type=abcde123;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;u1=[friendlyname1];ord=1312312312


  • dc_rdid is the IDFA or AdID.

  • src is the advertiser ID that is the source of the Floodlight activity.

  • cat is the activity tag string, which Floodlight servers use to identify the activity group to which the activity belongs.

  • type is the group tag string, which identifies the activity group with which the Floodlight activity is associated.

  • ord is a random number that is used to make the Floodlight tag unique and prevent browser caching.

  • u1, u2, ... (if available) are the custom Floodlight variable key-values.

  • tag_for_child_directed_treatment=[0|1] (if available) is a flag (with a value of 1) indicating that this particular request may come from a user under the age of 13, under COPPA compliance.

  • dc_lat=[0|1] (if available) is a flag (with a value of 1) indicating if the user has enabled the "Limit Ad Tracking” option for IDFA or AdID.

Be sure that the necessary values are passed to key-values at serve time, particularly the required dc_rdid= value.

Make sure that the HTTP header user agent is the same as that of the app where the conversion activity took place. This is especially important when making server-to-server calls to Floodlight.

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