Floodlight is an optional feature in DFA that allows advertisers to capture and report on the actions of users who visit their website after viewing or clicking on one of the advertiser's ads. For the implementation of Floodlight, Floodlight tags must be placed on the advertiser's webpages.
How advertisers use Floodlight
Advertisers use Floodlight to determine the effectiveness of their online campaigns in terms of both sales and user activity on their sites. You can determine the monetary value of purchases that were a direct result of your campaign, or discover how many users purchased a product or completed an online form. The information recorded by the Floodlight tag depends on its configuration and its location on the advertiser's site.
Using dynamic tags, advertisers can also include their own tracking tags, tracking tags from a publisher, or any other code that they want to serve in conjunction with the Floodlight conversion-tracking tag.
The following example illustrates one possible use of Floodlight, following the process from the user's first viewing of the ad through the generation of a Floodlight report.
A web user views a DFA ad offering free ring tones.
Later that same day, the user visits the advertiser's website, which contains a registration form that the user has to fill out before accessing the free ring tones.
To count how many users view the form, the advertiser has put a Floodlight tag on the webpage. The tag requests an invisible 1x1-pixel image from a DFA ad server, which enables the server to detect and count the page view. As part of this process, the ad server checks the user's DoubleClick cookie to see whether the user has previously viewed or clicked on the advertiser's ad. In this case, the page view is counted as a post-impression activity.
The user submits the form and is taken to a webpage that confirms the user's email address. This second webpage contains a different Floodlight tag, which enables DFA to record a second post-impression activity.
The advertiser visits ReportCentral to generate reports on the Floodlight activities in the advertiser's website. ReportCentral can report on each Floodlight activity separately or present the information in aggregate.