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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

About Floodlight tags, activities, and groups

Floodlight tags and activities

A Floodlight tag is an HTML tag that you place on your web site to track conversions, such as a consumer making a purchase or completing an online form. A Floodlight activity stores data recorded by a specific Floodlight tag and makes the data available within all DoubleClick properties, such as DoubleClick Search (DS) and DoubleClick Campaign Manager (DCM).

See an example Floodlight tag and activity

"Thank you" page on a web site

Here's a typical page on a web site that acknowledges a purchase.

Example of a thank you page.

Floodlight tag on the “Thank you" page

Here's a Floodlight tag on the thank-you page that records transactions on the site:
<iframe height="0" width="0" src="//;src=0;type=fake_tag;cat=fake_tag;u=4771963;qty=1;cost=129.97;ord=4771963;~oref=http%3A//" style="display: none; visibility: hidden;"></iframe>

When the page loads, the tag sends its unique ID to DS and DCM, along with the total revenue from the sale and other data. DS and DCM use the ID to associate the transaction with a specific Floodlight activity.

"Thank you page" Floodlight activity in DS

When a Floodlight tag sends data to DS and DCM, a Floodlight activity stores the data. In DS, you can see the number of conversions that occurred for each Floodlight activity by segmenting a report. For Floodlight activities that record transactions, you can also see the total revenue from each activity.

The following example of a segmented report shows the number of transactions and the amount of revenue recorded by the Floodlight tag on the "Thank you page" and reported by the corresponding "Thank you page" Floodlight activity. Note that ads from two different ad groups are attributed credit for generating the revenue. (The Cost column records the advertising cost incurred by customers clicking ads served from each ad group.)

Ad group Floodlight activity group Floodlight activity Trans Cost Revenue
T-shirts Sales Confirmation Thank you page 613 308.79 $1,115.00
Shoes Sales Confirmation Thank you page 393 150.33 $985.72

Floodlight groups

In the same way that you use ad groups to organize ads and biddable items, DS organizes Floodlight activities into Floodlight activity groups (or Floodlight groups for short).

There are two types of Floodlight groups that you can create:

  • Action: contains Floodlight activities that count the number of times that users have visited a particular webpage after seeing or clicking on one of your ads. These are called Counter activities in DCM. For example, if you create a Counter activity in DCM and name it "Newsletter signups", when you sign into the associated advertiser in DS, you'll see the "Newsletter signups" activity listed as an Action activity in DS.

  • Transaction: contains Floodlight activities that track the number of sales made or the number of items purchased. You can also capture the total value of each sale. These are called Sales activities in DCM. For example, if you create a Sales activity in DCM and name it "Checkout", when you sign into the associated advertiser in DS, you'll see the "Checkout" activity listed as a Sales activity in DS.

Ready to get started?

When you're ready to get started, set up Floodlight groups, activities, and tags.

Manage Floodlight groups and activities

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