Floodlight is a system Search Ads 360 and Campaign Manager 360 use to track and report conversions.
The global site tag streamlines tagging across Google’s site measurement, conversion tracking, and remarketing products. To record a Floodlight conversion, a global site tag contains two code snippets – a global snippet that you install on every page of your site, and a Floodlight event snippet that you install on the conversion page.
When a customer lands on the conversion page, the Floodlight event snippet sends data about the conversion to Search Ads 360 and Campaign Manager 360. The conversion data is stored in a Floodlight activity, which you can include in reports.
While the global site tag and event snippet is the recommended approach for recording Floodlight conversions, an alternative to using the global tag is a Floodlight iframe or image tag. Learn more about creating Floodlight activities and see technical details about the global site tag and event snippet.