Floodlight conversion tracking

Pass required information into Floodlight tags

When a Floodlight tag is served, it's often necessary to pass at least one key-value dynamically into the tag. Which key-values are needed depends on how your Floodlight tag was initially set up, but you'll always be able to identify the locations where a value needs to be added by looking for the values that are displayed in square brackets ([]) within the tag code.

[Random Number]

The[Random Number] variable is used with with counter activity tags that count the total number of conversions (called standard counters) or the number of unique visitors within a 24-hour period (called unique counters). When the Floodlight tag is delivered, dynamically insert a random number to replace the variable. The number must contain at least six digits.

If your tags include an automatically generated cache busting script, no [Random Number] variable is included in the tags because the random number is generated automatically.

[SessionID]

The [SessionID] variable is used with counter activity tags that count the number of unique visitors per session (called per session counters). It's up to the advertiser to decide how a session is defined. For example, you could count a session as beginning when a user signs into your website and ending when the user signs out. When the Floodlight tag is delivered, dynamically replace the variable with a unique session identifier. Make sure that the identifier is unique, because the uniqueness is used to prevent browser caching.

[Quantity]

The [Quantity] variable is used with with sales activity tags to count the quantity of items purchased. Typically, sales tags are placed on the confirmation page following a user purchase. When the Floodlight tag is served, replace the variable with the number of items that the user purchased on the previous page.

[Revenue]

The [Revenue] variable is used with with sales activity tags to count the revenue generated by a purchase - in other words, the purchase price of the items in the transaction. Typically, sales tags are placed on the confirmation page following a user purchase. When the Floodlight tag is served, replace the variable with the total cost of the items purchased. Be sure to use only digits (0 through 9) and a decimal point (.) if desired. Don't include currency symbols ($, , and so on), commas (,), or other characters.

In most cases, the relevant value is the revenue generated, not the total purchase price, which might include sales tax, VAT, shipping costs, or other costs that are less useful to track.

[OrderID]

The [OrderID] variable is used with with sales activity tags. Typically, sales tags are placed on the confirmation page following a user purchase. The order ID should be a unique identifier associated with an individual purchase. Make sure that the identifier is unique, because the uniqueness is used to prevent browser caching.

Custom variables

In addition to the variables listed above, you might find additional bracketed variables. These variables are the values for key-values that begin with u1=, u2=, and so on. These are known as custom variables, and they can be used 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. Each custom variable is given a friendly name, shown in brackets, which can help you to understand what kind of data should replace the variable when the Floodlight tag is served.

If you're not sure what kind of data should replace a custom variable, you'll need to find the person in your organization who worked with your DFA contact person to set up the variables.