Search Ads 360 overview

Global site tag and Floodlight event snippet

Floodlight is a system Search Ads 360 and Campaign Manager 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. The conversion data is stored in a Floodlight activity, which you can include in reports. 

Floolight tags record data on a web page and then pass the data to a Floodlight activity.

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 and see technical details about the global site tag and event snippet.

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