Report on Floodlight conversions
DS and DCM share Floodlight activities
Each DoubleClick Search (DS) advertiser and its associated DoubleClick Campaign Manager (DCM) advertiser share the same set of Floodlight tags, activities, and Floodlight settings. This makes it possible to track conversions from both display and search advertising using a single set of tags. It also prevents cross-channel conversion funnels from counting conversions more than once (for example, conversions that start from a display click and end with a paid search click will give last-click credit to the paid search click).
Note: DCM advertisers within the same agency might share Floodlight configurations to reflect the way the agency has organized its advertising units. If this is the case for your agency, then all of the DCM and DS advertisers that share a Floodlight configuration will use the same set of Floodlight tags, activities, and settings.
Differences in creating Floodlight activities
Floodlight activities you create in DS appear in DCM, and vice versa.
When you create a Floodlight activity in DS, DS automatically sets the advanced properties described in the following table. You cannot view or edit these properties from DS, but you can do so from Campaign Manager.
|Floodlight activity field name||Value|
|Counting Method (for Actions)||Standard|
|Counting Method (for Transactions)||Transactions|
|Generate XHTML-compliant Tags||Off|
|Activity Tag String: Cat =||Use auto generated value|
|Include Custom Variables||
Differences in reporting Floodlight conversions
Even though you can use the same set of tags and activities to track conversions from display, video, and paid search ads, DS only reports conversions that occur on web sites and that are attributed to paid search activity. For example, if a Floodlight activity named "Thank you page" records 10 conversions---5 attributed to display ads and 5 attributed to search ads---a DS report segmented by Floodlight activity would only show the 5 conversions attributed to paid search activity.
To see reports that include all conversions recorded by a Floodlight activity---including display and video conversions on web sites and in apps, and paid search conversions on web sites---run reports in Campaign Manager that include paid search data.
Floodlight instructions are not applied in DCM
A Floodlight instruction manages the way data from a given Floodlight activity is reported on in DoubleClick Search without changing the actual activity. For example, you can use Floodlight instructions to convert the currency that DS reports for an activity, or to have DS place more importance on certain actions by applying a priority, or weight, to a Floodlight activity.
Floodlight instructions are not applied to DoubleClick Campaign Manager (DCM). You'll only see the results of a Flooodlight instruction in DS reports.
Example of sharing Floodlight data
Floodlight tag on the “Thank you" page
Here's a Floodlight tag on a "Thank you" page that acknowledges a purchase. You could have created this tag in DoubleClick Search or Campaign Manager, and then added it to your site.
<iframe height="0" width="0" src="//0.fls.doubleclick.net/activityi;src=0;type=fake_tag;cat=fake_tag;u=4771963;qty=1;cost=129.97;ord=4771963;~oref=http%3A//mysite.com/checkout?" style="display: none; visibility: hidden;"></iframe>
When a user completes a purchase and lands on the "Thank you" page, the Floodlight tag records the purchase and sends data to the associated Floodlight activity. In addition to tracking the total revenue from the sale, the Floodlight activity tracks:
Whether the last click leading to the visit came from a display ad, a paid search ad, or a natural search result.
Whether there were other clicks on display and search advertising higher up in the funnel.
The data is available for reporting in Campaign Manager, and if the conversion is attributed to a paid search, the data is also available in DoubleClick Search.
How the data appears in DoubleClick Search
In this example, let's assume that a customer searched for the keyword "shirts", clicked on a paid search ad, and purchased a shirt. To see this data in DoubleClick Search, you can navigate to the campaign that contains the shirts keyword, click the Keywords tab, segment by Floodlight activity, and view the metrics for the shirts keyword.
You'd see that the number of transactions for the "Thank you page" Floodlight activity has incremented by one. And you'd see additional cost and revenue associated with the conversion.
|Keyword||Floodlight activity group||Floodlight activity||Trans||Cost||Revenue|
|shirts||Sales Confirmation||Thank you page||614||309.79||$1,135.00|
If the conversion is not attributed to a paid search ad, you would not see data about it in DoubleClick Search.
How the data appears in Campaign Manager
In Campaign Manager, you can do either of the following to view the data:
Use Report Builder to add paid search dimensions and metrics to Standard reports, and then run the report. For each Floodlight activity, the Standard report lists the number of conversions that are attributed to paid search, along with the number of conversions attributed to display ads.
In the example above, you'd see the number of paid search conversions increment by one.
Note that the Standard report uses the last-click attribution model: all credit for the conversion goes to the last click before the customer visited your site. You can use the Attribution Modeling Tool in Campaign Manager to compare different models of assigning credit to display, search, and other channels.
Run a Multi-Channel Funnels report to report on the display ads, DoubleClick Search ads, Rich Media ads, and click trackers that contributed to conversions somewhere within the conversion funnel.