Report on Floodlight conversions

Add Floodlight conversions to a report

Once you've set up your Floodlight activities and installed tags on your site, you can report on paid-search conversions by adding Floodlight columns to your reporting tables.

Paid search conversions only

Floodlight columns in DS only report conversions attributed to clicks on paid search ads. To view conversions attributed to display ads, view-through conversions, as well as paid search ads, pull reports from DoubleClick Campaign Manager (only available if your agency or organization uses Campaign Manager, and if your account has been granted access to Campaign Manager).

Standard Floodlight columns

DoubleClick Search (DS) provides several columns such as Actions and Trans that report conversions recorded by all Floodlight activities on a single device or browser. You can also add columns such as Actions cross-env, to report on cross-environment conversions -- those that start on one device and end on another -- to see a more complete number of Floodlight conversions.

Add a standard Floodlight column to a report:

  1. Above the performance summary graph, click the Columns button to display the column selection tool.

  2. In the Available columns list, click ▸Conversions, then click Floodlight.
  3. Click + to add a Floodlight column to your report.

  4. Click Apply

Scaled conversions

Floodlight columns include scaled conversions to account for the conversion data that can't be directly measured. Learn more

Saved views

A saved view is a group of reporting columns you can quickly view in a reporting table. DS provides three saved views that display Floodlight conversions. To access the views:

Above the reporting table select one of the following options from the View list:

  • Sales: Displays columns that report on Floodlight transaction activities, such as Trans.
  • Actions: Displays columns that report on Floodlight action activities, such as Actions.
  • Impact analysis: Shows the number of changes you've made to your campaigns, along with the current number of Floodlight actions, transactions, and revenue.

You can customize these views and save your changes as a new view.

Custom Floodlight columns

You can create a custom Floodlight column to report on a specific Floodlight activityFloodlight activity group, or any combination of activities and groups. If you're tracking multiple activities on your site, creating a custom Floodlight column makes it easy to pick and choose which Floodlight activities to analyze.

For example, if you sell software on your site, you may want to see which keywords lead to free downloads vs. paid downloads to help optimize keyword landing pages. With custom Floodlight columns, you can add just the two activities to easily compare statistics. If you're just interested in any download, you can create a new column that combines the metric from both activities into one column.

As another example, you select a Floodlight activity named Email sign-up and select the Actions metric. The new column will display the count of email sign-ups. If you select Cost/action instead, you’ll see the cost per email sign-up.

Create a custom Floodlight column

  1. Click the Columns button in the toolbar above the performance summary graph.
    The column selection tool appears.

  2. In the Available columns list, click ▸Custom conversions, then click Floodlight.

  3. Click Create a new column.

  4. Name your column and select the Floodlight activities and/or Floodlight activity groups whose data you want to include in the column.

  5. Use the Metric dropdown to select the metric you want to report on.

    The type of metric needs to match the type of Floodlight activities you selected. For example, if you select Action Floodlight activities, select the Actions, Cost/action, Action conv % or other action-related metrics. If you select a transaction-related metric, the column will display 0.
  6. Optional. Use the Attribution model dropdown to apply a different model to the data.

  7. Optional. To also include Floodlight cross-environment conversions in the column, select the Cross-environment conversions checkbox.

    If you're using a custom dimension to filter a Floodlight column, the column cannot display cross-environment conversions. If you select both options (that is, if you add a custom dimension filter and select Cross-environment conversions), the column will always display zero conversions.
  8.  Click Save.
    DS automatically adds the new column to the Selected columns list.

  9. Click Apply.
    The new column appears in your reporting table.

Additional options

If you add or create custom Floodlight columns, you can do the following, just as you can with other columns:

Notes and known issues for custom Floodlight columns

  • Advertiser-level columns: Custom Floodlight columns don't appear at the agency level, but they do appear at the advertiser, campaign, ad group, ad, or keyword level.

  • Can't be used in a filter: Custom Floodlight columns don't appear in the list of available filters.

  • Floodlight activity groups: When you create a custom column, selecting a Floodlight activity group adds all of the Floodlight activities that are currently in the group. If you later add a new Floodlight activity under the Floodlight activity group, the column will not automatically include data for that activity.

  • Activities excluded by Floodlight instructions: When you create a custom column, you see all Floodlight activities within the advertiser, even those that are excluded from reporting in DS by a Floodlight instruction. If you create a Floodlight column for an excluded Floodlight activity, the column will always display 0, since the Floodlight instruction prevents DS from reporting on the activity.
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