Third-party tracking with dynamic tags

Dynamic tags integrate third-party tools for tracking website activity, enabling the notification of third parties in real time whenever there's a conversion. By enabling you to insert HTML code dynamically into Floodlight-enabled web pages, dynamic tags make it easy to use third-party tracking services and keep the relevant code up to date. It's especially useful if you do affiliate marketing, where website publishers get paid based on the number of conversions they send your way.

Default tags are delivered whenever your Floodlight tag is served. For example, if you use a third-party tracking service, you can use default tags to insert the tracking code. If you need to change the code later, there's no need to modify your website. Instead, you can make the changes directly in Display & Video 360.

Enable dynamic tags

Dynamic tags are enabled for each advertiser on the Basic Details tab.

For dynamic tags to be delivered, you must be using the Google tag or iframe tags, not image tags. If the site is unable to implement the Google tag or an iframe tag, a JavaScript version of the tag can be supplied instead (learn more about JavaScript Floodlight tags).

Stop dynamic tags from serving

There are several ways to stop dynamic ads from serving.  

Option 1: Delete dynamic tags from activities

To stop delivery of dynamic tags for just one Floodlight activity, you can delete the activity's dynamic tags. The Floodlight activity will continue to function, but dynamic tags will no longer be delivered. No retagging is required.

Option 2: Retag with image tags

You can stop dynamic tags from serving by retagging the advertiser's webpages using image tags. To do so:

  1. Set the Floodlight activity to use image tags.

  2. Send the image tags to your website administrator for implementation.

Keep in mind that simply changing the activity to image tags won't stop dynamic tags from delivering. Any existing Google tags or iframe tags will continue to deliver dynamic tags. To stop their delivery, you must retag with image tags.

Option 3: Disable dynamic tags for Google tags

Google tags contain a parameter called allow_custom_scripts. When this parameter is set to true, dynamic tags are enabled. The value of this field will override the settings for dynamic tags on the associated Floodlight activity in Display & Video 360. If you don’t want your event snippet to support dynamic tags, set this field to false or remove it entirely from your event snippet.

Option 4: Stop dynamic tags by removing all Floodlight tags

You can also stop dynamic tags by removing the Floodlight tags entirely from all websites. In doing so, you'll be shutting down the Floodlight activity as a whole, not just the dynamic tags.


  • Dynamic publisher tags are not supported

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