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DoubleClick has ended support for DoubleClick for Advertisers (DFA) as of 9/1/2014. DFA has been replaced by DoubleClick Campaign Manager (DCM). Please contact your account manager if you have any questions. If you're a trafficker or have product access to DCM, bookmark our client-only DCM Help Center. Publishers and other partners who need info on DCM should bookmark the new DCM Partner Help Center.

Floodlight conversion tracking

Floodlight tag format

The main element of a Floodlight tag is an <iframe> tag that sends a request to DFA. DFA uses the request to record a Floodlight impression and to return any dynamic tags that need to be served. The key-values included in the Iframe tag are recorded and used to generate reports. In many cases, the values must be passed dynamically into the tag as the webpage is loaded.

Floodlight tags and page load times

On their own, Floodlight tags have a minimal effect on the layout of webpages and the speed with which they're displayed. Additionally, a webpage containing a Floodlight tag loads correctly even if the user's browser is unable to download the Floodlight content. Keep in mind, however, that the performance of dynamic tags is your responsibility.

The typical response time for fls.doubleclick.net and ad.doubleclick.net calls is around 150-300 milliseconds, but we cannot guarantee these times. Additionally, any third-party pixels inserted into the Floodlight tag that call additional domains may also affect the load time.

Floodlight tags in detail

Let's look at some example Floodlight tags to understand how they're put together. The tags differ slightly depending on whether they're counter activity tags or sales activity tags, and on whether you've chosen to use an image tag instead of an Iframe. The tags described below are standard Iframe Floodlight tags.

Counter activity tags

Example:

<iframe src="http://1234567.fls.doubleclick.net/activityi;src=1234567;type=abcde123;cat=fghij456;u1=[friendlyname1];u2=[friendlyname2];ord=[Random Number]?" width="1" height="1" frameborder="0" style="display:none"></iframe>

To get a better understanding of the Floodlight Iframe tag, let's look at it part by part.

http: Indicates that this is a non-secure tag.

iframe src: Indicates that this is a dynamic HTML Iframe tag. The src parameter tells the browser where to find the requested content for the Iframe.

fls.doubleclick.net: The web address of the Floodlight servers.

activityi: Identifies the tag as a Floodlight activity tag that uses the Iframe format.

src=1234567: Identifies the advertiser that is the source of the Floodlight activity. The value of the src= key is the advertiser ID.

type=abcde123: The group tag string, which identifies the activity group with which the Floodlight activity is associated in DFA Trafficking. (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 random three-digit string. (If the activity group name has fewer than five characters, extra letters are appended before the random number so that there are still eight characters.)

cat=fghij456: 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 random three-digit string. (If the activity group name has fewer than five characters, extra letters are appended before the random number so that there are still eight characters.)

u1=[friendlyname1];u2=[friendlyname2]: Key-values where the key is u followed by a number are custom Floodlight variables. You can use these variables to pass to Floodlight any data that you want to use as criteria for reports.

ord=[Random Number]: In general, the ord= parameter is used to make the Floodlight tag unique. When and how you refresh the value, and how the parameter is embedded within the tag, depends on the counting method you use to count conversions.

Counter type How ord= is displayed How it's used

Standard

ord=[Random Number]

To enable DFA 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.

Unique

ord=1;num=[Random Number]

To enable DFA to count only the number of conversions by unique users within a 24-hour period, the value of ord= is set to 1. That way, DFA doesn't count each visit as unique. Instead, it uses each user's cookie ID to count the number of unique users.

The num= parameter is added to prevent browser caching of the Floodlight tag. The advertiser is responsible for dynamically inserting a unique string as the value of the num= parameter each time the Floodlight-enabled webpage is accessed.

Per Session

ord=[SessionID]

To enable DFA to count only one Floodlight activity per browser session, the advertiser is responsible for dynamically inserting a session ID, typically based on data included in a session cookie served to the user by the advertiser.

width="1" height="1": Sets the dimensions of the invisible Iframe.

frameborder="0": Sets the borders of the Iframe to 0 pixels so that they won't show.

style="display:none": Tells the browser not to display any box around the Iframe, ensuring that it doesn't show as a visible element on the advertiser's webpage.

Sales activity tags

Sales activity tags are mostly the same as counter activity tags, with a few exceptions. Here's an example, with the unique elements in bold:

<iframe src="http://1234567.fls.doubleclick.net/activityi;src=1234567;type=abcde123;cat=fghij456;u1=[friendlyname1];u2=[friendlyname2];qty=[Quantity];cost=[Revenue];ord=[OrderID]?" width="1" height="1"frameborder="0" style="display:none"></iframe>

Here are the elements that are unique to sales activities:

qty=[Quantity]: 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=[Revenue]: 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=[orderID]: The advertiser is responsible for inserting a unique identifier for each transaction. The order IDs are included in the Exposure to Conversion (E2C) report, enabling advertisers to see the connections between ad exposures and their own order-tracking data.

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