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Report on Floodlight conversions

About Floodlight conversions

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

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 Floodlight conversions.

Additionally, you can a create 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 Floodlight column makes it easy to pick and choose which Floodlight activities to analyze.

How to use a column

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

  • Download the reports as needed.

  • Include them in formula columns, which enable you to perform calculations on the data and report the results.
    Then you can use the formula column as a custom KPI in a bid strategy.

  • Use them in automated rules to trigger changes in specific campaigns, ad groups, ads, keywords, or product targets when the data in the Floodlight column matches criteria you specify.

  • (Custom columns only) Choose a metric. If the Floodlight activities you add to a column are used to track actions, you can report on such metrics as the total number of actions or the cost per action, and so on. Likewise, if the Floodlight activities track transactions, you can report on such metrics as the total number of transactions, the total revenue, the cost per transaction, and other transaction-related metrics.

Examples of Floodlight columns

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 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.

Report on Floodlight conversions

Add a Floodlight conversion column:

  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

Create a custom Floodlight column

Before creating a Floodlight column, be sure to first set up Floodlight groups and activities.

  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.
    A list of your existing Floodlight columns appears.

  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, you need to 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.

Notes and known issues

  • Advertiser-level columns: These are advertiser-level columns. In other words, you won’t see them at the agency level, but you will at the advertiser, campaign, ad group, ad, or keyword level.

  • No filter support: Floodlight columns are not supported in filters. They don't appear in the list of available filters.

  • Floodlight activity groups: In the column selection tool, selecting a Floodlight activity group is the same as selecting all of the Floodlight activities under the group at the time of column creation. If you later add a new Floodlight activity under the Floodlight activity group, the column will not automatically include data for that activity. If you do create new Floodlight activities, we recommend you review the definitions of your existing Floodlight columns and create new ones as necessary.

  • Floodlight columns and Floodlight instructions:
    • Currently, the Floodlight column selection tool shows all Floodlight activities within the advertiser’s Floodlight configuration. In other words, if you filtered some Floodlight activities through Floodlight instructions, the filtered activities will still appear in the column selection tool.
    • If you create a Floodlight column with such a filtered Floodlight activity, the column will display stats of 0. The Floodlight instructions filter the data, even though the Floodlight activities still appear in the column selection tool. This is a known issue that we’ll fix in a future release.
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