Set up Floodlight tags, activities, and groups

About Floodlight conversions in AMP

Accelerated Mobile Pages (AMP) is a way to build web pages for static content that render fast. Faster mobile landing pages typically reduce website abandonment and bounce rates, which can increase conversions and improve your overall ad performance.

Tags for reporting Floodlight activities are usually given as snippets of HTML and JavaScript, but AMP doesn't allow for the inclusion of "raw" JS. Instead, you use the <amp-analytics type="gtag"> tag to report Floodlight conversions. This AMP-enabled version of Google's global site tag can also be used to send conversion data to Google Ads and tracking data to Google Analytics.

Previously you needed two separate tags to send data to Google Ads and Analytics: <amp-analytics type="googleadwords"> and <amp-analytics type="googleanalytics">.
But now you can configure one tag — <amp-analytics type="gtag"> — to send data to Floodlight, Google Ads, and Analytics.

This article explains how to configure the amp-analytics tag to report Floodlight activities. But before going into the details, here's a quick example of using an amp-analytics tag to report a conversion for a Floodlight action activity (details about the tag, including information on how to generate the tag for a Floodlight activity, are provided later):

  <script async custom-element="amp-analytics"


<!-- Global site tag (gtag) - Google Marketing Platform: 3770326 -->
  <amp-analytics type="gtag" data-credentials="include">
    <script type="application/json">
      "vars": {
        "gtag_id": "DC-3770326",
        "config": {
          "DC-3770326": {

           "groups": "default"


      "triggers": {
        "FC_i_KAdR-c7_4": {
          "vars": {
            "event_name": "conversion",
            "send_to": "DC-3770326/actions/locat304+standard"


More information about AMP

For more information about AMP,  see the following articles:

Supported features

Conversions reported from the <amp-analytics type="gtag"> tag can be used with the following Search Ads 360 features:

Unsupported features

Conversions reported from AMP cannot be used with the following Search Ads 360 and Campaign Manager 360 features:

  • Custom Floodlight variables

  • Purchase details variables

  • Natural Search: The natural search tag can't be added to an AMP site, so only paid search conversions are reported for AMP. Conversions that occur on an AMP site after a natural search click are attributed to the last click prior to the natural search click and do not appear in the Natural Search report.

  • Dynamic tags from Campaign Manager 360 cannot be included on an AMP site.
    If you use default dynamic tags to insert tags from a third-party tracking service, contact the third-party service to see if they can provide AMP-compatible tags. You'll need to add the AMP-compatible tags directly to your AMP site instead of using dynamic tags to insert them.

    If you use publisher tags, reach out to your webmaster or analytics team to see if an alternative is available.

Global snippet and event snippets

When using the amp-analytics tag to report data to Google, the tag should appear on all pages of your AMP site and specify the gtag_id configuration variable. On pages that you want to report conversions, you also include an event snippet in the tag's triggers object. This is similar to the global snippet and event snippet in Google's global site tag. See an example.

Using the amp-analytics tag for multiple Google products

The amp-analytics tag can be configured to send data to multiple Google products. For example, if you use Analytics, Google Ads conversion tracking, and Search Ads 360, you only need one <amp-analytics> tag on every page of your site. For each product, you add your product's ID field to the config array in the vars object so Google knows how to route your data. Each conversion or event you want to track will have its own trigger. Learn how to create an amp-analytics tag that tracks conversions for both Search Ads 360 and Google Ads.

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