Welcome to the help center for Search Ads 360, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the Search Ads 360 product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Migrate from Floodlight iframe or image tags to the global site tag

Retag from Floodlight iframe or image tags to the global site tag

If you’re not already using the global site tag, we recommend that you start by adding the global snippet to every page of your site. Once that's done, replace iframe or image tags with event snippets in batches. This will allow you to test your global site tag implementation before migrating all of your tags.

When you’re ready to retag your desktop or mobile site from existing iframe or image tags to the global site tag, follow the steps below.

Before you start: Activate the conversion API

To ensure that the global site tag can attribute conversions to all engine types supported by Search Ads 360, activate the conversion API for your advertiser. The conversion API makes sure that the gclid and gclsrc parameters are included in your landing page URLs. These parameters contain a Google click ID and source ID, which Search Ads 360 requires to correctly attribute conversions to ad clicks.

To activate the conversion API:

  1. Sign into a Google account with Search Ads 360 agency manager or advertiser manager permissions.

  2. Navigate to an advertiser.

    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the "Advertiser" list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  3. In the left navigation panel, click Advertiser settings.

    Don't see Advertiser settings? Only Search Ads 360 agency managers or advertiser managers can see Advertiser settings in the left navigation panel. 

  4. Click the Integrations▼ tab and select Conversion API.

  5. Toggle Conversion API to On and click Save.

Step 1: Generate global site tags for your Floodlight activities

Instead of creating new Floodlight activities, we strongly recommend that you update the tag format for your existing activities. This will ensure that your attribution, remarketing, and reporting continue uninterrupted.  

You can use Search Ads 360 to generate a global site tag for a Floodlight activity. You'll need to repeat the steps for each Floodlight activity. Once you’ve generated your global site tags, send them to your webmaster to install onto your site.

If you use Campaign Manager 360, you can generate global site tags for your Floodlight activities in bulk. Learn more about global site tags in the Campaign Manager 360 help center.

Step 2: Replace existing tags on your site

After you’ve identified pages that currently have iframe or image tags, your webmaster needs to remove those tags and replace them with the global site tag and event snippets.

We recommend against keeping the Floodlight iframe/image tags on your site after you've installed event snippets, as this will lead to duplicated conversion data. Instead, retag a few activities at a time to ensure the global site tag and event snippets are working. 

Here's an overview of the steps your webmaster needs to take:

  1. Add the global snippet to every page of your site.

  2. Remove the Floodlight iframe or image tags, including any comments, the <script> section, the <noscript> section, and any cache busters or other code that surrounds the tag.

    Example of a complete tag to remove

    Start of DoubleClick Floodlight Tag: Please do not remove
    Activity name of this tag: e1wer1r1r11
    URL of the webpage where the tag is expected to be placed: http://www.google.com

    This tag must be placed between the <body> and </body> tags, as close as possible to the opening tag.

    Creation Date: 10/31/2017

    <script type=""text/javascript"">
    var axel = Math.random() + """";
    var a = axel * 10000000000000;

    document.write('<img src=""https://ad.doubleclick.net/ddm/activity/src=4246519;type=1343414;cat=e1wer0;ord=' + a + '?"" width=""1"" height=""1"" alt=""""/>');
    <img src=""https://ad.doubleclick.net/ddm/activity/src=4246519;type=1343414;cat=e1wer0;ord=1?"" width=""1"" height=""1"" alt=""""/>
    <!-- End of DoubleClick Floodlight Tag: Please do not remove -->
  3. Add event snippets to pages with events you’re tracking. These should be the same pages that had the iframe or image tags.

Step 3: View a segmented Floodlight report to check that your tags are set up correctly

To make sure your tags are receiving impressions, wait at least 24 hours after you’ve implemented your tags. Then follow these steps to segment a report by Floodlight activity:

  1. Navigate to your advertiser.
  2. For the report's time range, select Yesterday.
  3. In the View menu, select Actions or Sales.
  4. Click the Segment button in the toolbar above the performance summary graph.
  5. From the + Segment list, select Floodlight activity. Then click Apply.
  6. Optionally filter the report by Activity tag string and enter the activity tag strings for the activities you've retagged.

Step 4: Troubleshoot any issues with your tag implementation

If you run into any issues with your new tag implementation, there are several troubleshooting tools you and your webmaster can use:

  • Download Google Tag Assistant: This free Chrome extension runs diagnostics on your tags. Learn more about Google Tag Assistant
  • Debug with Chrome Developer Tools: Use DevTools to analyze your global site tags. Learn more about advanced Floodlight troubleshooting with developer tools
  • If you use Campaign Manager 360, you can view Floodlight implementation alerts: Floodlight implementation alerts let you know if Campaign Manager 360 has detected one or more issues with a Floodlight tag implementation that could result in incorrect conversion reporting. Learn more about how to troubleshoot Floodlight tags.

Mapping iframe and image parameters with global site tag parameters

As you’re migrating from iframe or image tags to the global site tag, you’ll notice a difference in the fields available in the global site tag. Here’s a mapping of iframe and image parameters to global site tag fields to help you work with the new tag format. See this article for information about passing data to fields in the global site tag.

Image / iframe tag parameter

Global site tag parameter

Tag type and counting method


Part of send_to



Part of send_to



Part of send_to


u1, u2, and so forth

u1, u2, and so forth






See section below on cache busting.



See section below on cache busting.

Counter - unique


Cache busting in the global site tag

The global site tag handles cache busting automatically for you, so you don’t need to use the ord= or num= parameters with this tag. Even though you don’t need to populate cache busters, you’ll continue to see the same data available in reporting and attribution.

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