Why don't Floodlight conversions in DoubleClick Search match DCM?
DoubleClick Search (DS) and DoubleClick Campaign Manager (DCM) may report different data for Floodlight conversions (such as Actions, Transactions, and Revenue) because of the way DS handles conversion counts, Floodlight instructions, and uploaded conversions.
In DCM you can set up Sales activities to report one conversion for each item sold, as defined in the tag's qty attribute. If this is the case, you may see more conversions in your DCM reports than your DS reports.
Conversions that are difficult to measure
Some conversions are hard to measure due to factors such as browser settings.
If you use the global site tag or Google Tag Manager with the Conversion Linker tag, DS reports and the Paid Search report in Report Builder will include these conversions. When scaling or a sitewide tagging solution is used to measure conversion events that can't be directly measured by Floodlight iframe or image tags, these conversion metrics do not appear in DCM reports or Data Transfer.
If you use Floodlight iframe or image tags instead of a sitewide tagging solution, DoubleClick Search uses scaling to account for the conversion events that the Floodlight tags can't measure directly. The scaled conversion metrics appear in DS reports and Paid Search reports in DCM Report Builder. Other Report Builder reports and DCM Data Transfer files do not include scaled conversion data.
DoubleClick Search applies Floodlight instructions to its reporting data, but DCM does not display data that has been modified by Floodlight instructions, unless you add the Paid Search Actions/Transactions metrics to the DCM report.
For example, an advertiser based in the United States might have sales for a specific campaign coming from both a US website and a Canadian website:
US website leads to sales of $5,000 USD.
Canadian website leads to sales of $5,000 CAD.
To report sales in a single currency, the advertiser sets up a Floodlight instruction that converts Canadian sales to USD. When you view your reports:
DS applies the Floodlight instruction and converts $5,000 CAD to $4539 USD. So the total sales for the campaign will be reported as 9,539.
By default, DCM reports do not display the result of Floodlight instructions. So the DCM Standard report that is scoped to the DS campaign adds $5,000 CAD and $5,000 USD for a total of 10,000.
If you add the Paid Search Actions/Transactions metrics to a DCM report that is scoped to the DS campaign, DCM will use the sales metrics reported by DS, 9,539, which is the value DS calculated after applying the Floodlight instruction.