Migrate your Floodlight activity implementation to the global site tag


With recent changes across the web that affect conversion measurement, it’s important to make sure that your conversion tag implementation supports accurate counting on your site. Site-wide tagging - tagging that’s applied to every page of your site - is the best option to ensure accurate measurement of the performance of your online advertising.

We’re recommending that all customers move to site-wide tags. Display & Video 360 and Campaign Manager 360 customers that use these measurement solutions will see improvements in measurement coverage over the next few months.

There are two main options for measurement via site-wide tags:

Option 1: Install the global site tag (gtag.js) on your entire site

The global site tag is a site-wide web tagging library that works across Google’s site and conversion measurement products, including Google Ads, Google Analytics, Campaign Manager 360, Display & Video 360, and Search Ads 360. A global site tag is made up of two snippets of JavaScript: a global snippet and an event snippet. The global snippet is placed on all pages of your site, and the event snippet is placed on pages with events you’re tracking. A website administrator will need to pass values into certain fields in the global site tag.

Option 2: Use Google Tag Manager

Google Tag Manager is a tag management system that allows you to quickly and easily update tags and code snippets on your site.

Search Ads 360 customers can learn more about migrating to the global site tag here.

See the section below to learn more about our recommendations for how you should use these solutions based on your site’s current tag implementation.

Guidance for migrating based on your current implementation

Based on how you currently manage conversion tags, there are different options for you to implement site-wide measurement solutions. If you fall into multiple categories, you may need to use different tagging solutions for each one.

I use iframe or image tags directly on my site for desktop and mobile web

If you currently use iframe or image tags directly on your site for desktop and mobile web, we recommend retagging your website with the global site tag based on the instructions below. You can generate global site tags from Campaign Manager 360 or Display & Video 360 directly or via the Campaign Manager 360 API.

If you’re looking for a tag management solution, you can also use Google Tag Manager.

I currently use Google Tag Manager

If you already use Google Tag Manager to manage all of your conversion tags, you just need to add the Conversion Linker tag to your containers.

I currently use the global site tag

If you already have a global site tag on your site that you set up for another Google product, you’ll need to:

  1. Update the global snippet section of the tag to include Google Marketing Platform account identifiers; and
  2. Follow the instructions below to replace your iframe or image tags with the event snippet section of the global site tag.

I use a third-party tag provider

We recommend working with your third-party tag provider to find out more details about the best implementations available to you for the global site tag.

I use Floodlight activities in a mobile app

The global site tag isn’t intended for tagging in mobile apps. You should continue to follow the existing process to track mobile app conversions.

I use Floodlight activities on Accelerated Mobile Pages (AMP)

The global site tag doesn’t support Accelerated Mobile Pages (AMP). You should continue to follow the existing process for using Floodlight activities with AMP.

Retag from iframe or image tags to the global site tag

If you’re just starting out with the global site tag, we recommend adding the global snippet to every page of your site, and then replacing iframe or image tags with event snippets in batches. This will allow you to test your global site tag implementation before migrating all of your tags.

Step 1: Identify where you have iframe or image tags on your site (trafficker and website administrator)

The first step in retagging is to identify the pages on your site where you currently have iframe or image tags.

If you use Campaign Manager 360, you can also follow the instructions here to run a basic Floodlight report. 

Step 2: Get global site tags for your Floodlight activities (Trafficker)

We strongly recommend that you update the tag format for your existing Floodlight activities and don’t create new ones. This will ensure that your attribution, remarketing, optimization, and reporting continue uninterrupted.

To update the format for existing Floodlight activities:

  1. Start by opening an advertiser, then click Floodlight Group in the Resources menu.
  2. Click on the name of an existing Floodlight activity.
  3. Update the Format option under Basic Details.
  4. Save.

Once you’ve generated your global site tags, send them to your website administrator to implement.

Step 3: Remove existing tags from your site and add the global site tag (website administrator)

We recommend removing existing tags and adding the global site tag at the same time to prevent losing conversion data. 

At a high level, you'll:

  1. Add the global snippet to every page of your site.
  2. Remove iframe and image tags from the pages you've identified that have these tags.
  3. Add event snippets to pages with events you’re tracking. These should be the same pages that had iframe or image tags.

When you're removing existing tags, make sure that you remove the entire tag, including any comments, the <script> section, the <noscript> section, and any cache busters or other related code. Here’s an example of a complete tag to remove:

Start of DoubleClick Floodlight Tag: Please do not remove
Activity name of this tag: Name
URL of the webpage where the tag is expected to be placed: http://www.foo.com
This tag must be placed between the <body> and </body> tags, as close as possible to the opening tag.

Creation Date: 10/30/2017

<script type="text/javascript">
var axel = Math.random() + "";
var a = axel * 10000000000000;

document.write('<img src="http://ad.doubleclick.net/ddm/activity/src=[floodlightConfigID];type=[activityGroupTagString];cat=[activityTagString];ord=' + a + '?" width="1" height="1" alt=""/>');
<img src="http://ad.doubleclick.net/ddm/activity/src=[floodlightConfigID];type=[activityGroupTagString];cat=[activityTagString];ord=1?" width="1" height="1" alt=""/>
<!-- End of DoubleClick Floodlight Tag: Please do not remove -->
If you have an existing iframe or image tag and an event snippet live on the same page, you will double count conversions. Make sure that you remove all iframe and image tags from pages you’re adding event snippets to.

Step 4: Run a Floodlight Impressions report to check that your tags are set up correctly (Trafficker)

You’ll want to verify that your tags are correctly receiving impression volumes that you expect for your site. We recommend waiting at least 24 hours after you’ve implemented your tags to run this report.

  1. From Report Builder, select New Report > Floodlight > Floodlight Impressions.
  2. Name the report, and the report file that will be generated.
  3. Choose a Date range containing visits to the page where your Floodlight activities are implemented.
  4. Filter on an advertiser you're running the report for. 
  5. Run the report.

Step 5: Troubleshoot any issues with your tag implementation (trafficker and website administrator)

If you run into any issues with your new tag implementation, there are several troubleshooting tools you can use:

  • Download Google Tag Assistant: This free Chrome extension runs diagnostics on your tags. Learn more
  • Debug with Chrome Developer Tools: Use DevTools to analyze your global site tags. Learn more

Mapping iframe and image parameters with global site tag parameters

As you’re migrating from iframe or image tags to the global site tag, you’ll notice a difference in the parameters available in the global site tag. Here’s a mapping of iframe and image parameters to global site tag parameters to help you work with the new tag format. See this article for detailed information about passing data to parameters in the global site tag.

Iframe / image tag parameter Global site tag parameters Tag type 
src= Part of send_to All
type= Part of send_to All
cat= Part of send_to All
u1=, u2=, etc. u1, u2, etc. All
qty= quantity Sales-data enabled
cost= value Sales-data enabled
ord= transaction_id Sales-data enabled
dc_lat= 'dc_custom_params':{'dc_lat'} All
dc_rdid= Not applicable since the global site tag isn’t available for apps. All
tag_for_child_directed_treatment 'dc_custom_params':{'tag_for_child_directed_treatment'} All
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