Create a Floodlight conversion action

Conversion actions help measure how well your ads support your business goals. They can help you understand what people do after interacting with your ads – if they make a purchase, submit a form, or take another action that you care about.

To create a Floodlight conversion action, do the following:

1. Sign in to your new Search Ads 360.
2. Navigate to a sub-manager account.
3. On the navigation menu, click the tools and settings icon .
4. Under “Measurement,” click Conversions.
5. On the Conversion actions tab, click the plus button to create a new conversion action.
6. In the “Conversion source” section of the “Measure your conversions” page, click the Floodlight box.
7. In the “Conversion goal” section, choose your conversion goal (the conversion actions you want to track) from the dropdown:
   • Sales categories
     • Purchase
     • Add to cart
     • Begin checkout
     • Subscribe
   • Leads categories
     • Contact
     • Submit lead form
     • Book appointment
     • Sign-up
     • Request quote
     • Get directions
     • Outbound click
   • More categories
     • Other
8. Click Continue.
9. On the “Create a Floodlight conversion action” page, enter a name for your conversion action and review and/or edit (where applicable) the settings. (See settings information in the table below)
10. Click Create and continue.
11. On the “Now, install the Floodlight tag” page, select how you want to set up your tag:
    • Install the tag yourself (add the tag to your website code)
      • Note the instructions and choose HTML or AMP in the See code for dropdown.
      • Select the appropriate Google tag option.
      • Follow the instructions in the Event snippet section.
    • Use Google Tag Manager
      • Note the instructions for what you’ll need when installing the tag using Google Tag Manager.
12. Click Next.
13. The “What’s next” page will confirm that your conversion action has been set up. You’ll see the next steps to take as well as ways to make sure your tag is working.
14. Click Done.

Setup is not complete until you install the google tag and event snippet on your website. These send conversion data to Google, so you can see the data in your reports.

Floodlight conversion action settings

The following settings are available when you create a new Floodlight conversion action.

Conversion setting	Description
Conversion value	Sales: The conversion value is automatically set, based on what you input as your conversion goal. If you choose sales as your goal, you’ll need to set up the Floodlight tag to record transaction-specific values. Other: If you set your goals for lead generation or other non-sales objectives, the conversion value will always be set to $0. However, you can choose to assign another conversion value to your objectives. Note: In both instances, you’ll be able to view but unable to edit the conversion value from Search Ads 360.
Count	The way your conversions are counted after an interaction. Learn more about counting conversions.
Include in "Conversions"	Specifies that these conversions are included in the "Conversions" and "Conversions" value" columns. Learn more about the Include in "Conversions" setting.
Attribution model	Determines how much credit each ad interaction gets for your conversions. Learn more about attribution models.
(Optional) Expected URL	The URL where you'll install the event snippet.
(Optional) Floodlight activity group	Activity groups organize conversion actions in Campaign Manager 360. Leave this field blank to use the default based on conversion goal. You can only create Floodlight activity groups in Campaign Manager 360. Learn more about creating Floodlight activity groups.

Related links

• Configure Floodlight for advertisers
• Use the Google tag
• Use Google Tag Manager to pass values to Floodlight tags