About Floodlight activities

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Display & Video 360 now supports the global site tag for conversion measurement. We’re recommending that customers update their Floodlight activity implementation to use the global site tag in order to benefit from the latest features and integrations.
Due to differences in cookie and device ID settings, advertisers may see fluctuations in delivery and performance when cookies or device ID are unavailable. In some situations Display & Video 360 uses machine learning and historical data to model conversions.

About Floodlight and Floodlight activities


An optional feature for conversion and event tracking in Display & Video 360. It allows you to:

  • Monitor and report on conversions
    • (For example, the actions users take interacting with one of your ads) 
  • Create audiences
    • (For example, lists of users who’ve performed specific actions on a site)
    • Audiences are useful because they can be used for targeting in future campaigns.

Floodlight activity

(Formerly known as "pixel")

A snippet of HTML code

  • You'll create an activity for each event you want to track
  • Display and Video 360 will generate tag code for each event you want to track
  • You (or your web admin) will add the tag code from Display & Video 360 to your site or app for a given event.

Flood tags and page load time

  • Floodlight tags have a minimal effect on webpage layout and speed.
  • Webpages containing a Floodlight tags load even if the user's browser is unable to download the Floodlight content.
  • A typical response time for Floodlight calls is around 150-300 milliseconds, but can't be guaranteed.
  • Any third-party pixels inserted into a dynamic Floodlight tag that call additional domains may affect the load time.

Manage Floodlight basic details and Floodlight activities

You can manage your Floodlight basic details and Floodlight activities from your Display & Video 360 advertiser by navigating to Resources > Floodlight Group from the advertiser. From this page you can view:

  • Floodlight basic details: Manage basic Floodlight settings such as tag types, lookback windows, and third-party integrations from this tab.
  • Floodlight activities: Manage your individual Floodlight activities from this tab.
    • Click into a Floodlight activity to manage that activity’s basic details or view its code to place on the website or app where you want to track events.
    • Create new Floodlight activities from this tab. Learn more
    • Change the status of individual Floodlight activities.

Note that each Floodlight activity has a Floodlight activity ID and a legacy Display & Video 360 ID. The legacy ID refers to the old pixel ID for the Floodlight activity. Both are available in Reporting.

Change the status of Floodlight activities

The "Status" column indicates whether the activity is currently active, has been archived and disabled, or has been disabled due to a policy violation.

To change the status of a Floodlight activity:

  1. From your advertiser, navigate to Resources > Floodlight Group > Floodlight Activities tab.
  2. Select the activity that you want to the change the status for.
    Alternatively, you can change the status for each activity directly from the Floodlight Activities tab:
    • Under the Gray circle icon column, click on the circle to change the status of each activity.
    • Select multiple activities by checking the boxes on the left. Then click the Action button and choose a status.
  3. Under the Name section click the dropdown on the right to change the status.
    • Active: Indicates the Floodlight activity is active and is serving
    • Disabled & archived: Indicates you have chosen to stop the Floodlight activity from serving. Both the Floodlight activity and its alerts will be hidden by default. Remember to remove the Floodlight tags from the advertiser's website.

      Selecting Disabled & archived prevents Floodlight from:

      • Counting conversions and including the data in reports that show aggregate conversions
      • Creating remarketing lists
    • Disabled - Policy Violation: Indicates the Floodlight activity is violating Google policy and therefore is disabled. Contact your account manager for more information.
  4. Click Save.

Enable Floodlight activities for remarketing (third party ads servers)

When you don't use Campaign Manager 360 with Display & Video 360, Floodlight activities must be enabled for remarketing so that you can use the activity to create first-party audience lists.

To make a Floodlight activity available for remarketing:

  1. From your advertiser, expand Resources in the left menu and click Floodlight Group.
  2. Click on the Floodlight activities tab.
  3. In the activity’s basic details, make sure the Remarketing checkbox is selected. 
  4. Save your activity.

View audience lists created from Floodlight activities

To view the audience list Floodlight activities that are available to an advertiser for remarketing purposes, navigate to Audiences > All Audiences.

Audience list Floodlight activities can be used to target browsers that have loaded the activity at some point within the activity's window. In this context, an "audience list" is the collection of browsers that have loaded the activity during the lookback window.

Enable Floodlight activities for YouTube

Floodlight activities must be enabled to measure conversions for YouTube & partners line items. Learn more

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