Floodlight is the conversion tracking system for Google Marketing Platform. Like other conversion tracking systems, it consists of tags that track activity on your site, along with reporting features for adding conversion data to your reports. It uses a cookie to recognize repeat visits from a specific browser.
Because all properties within Google Marketing Platform—Campaign Manager, Display & Video 360, and Search Ads 360—can use Floodlight, you can use a single set of Floodlight tags to track conversions from both display and search advertising. This 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).
Search Ads 360 and other conversion tracking systems
Search Ads 360 can also report conversions recorded by other tracking systems, such as Google Ads conversion tracking and Google Analytics. Each of these systems requires its own set of tags to track activity.