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.
<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.
<amp-analytics type="googleadwords"> and
<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">
More information about AMP
For more information about AMP, see the following articles:
What Is AMP? on the Accelerated Mobile Pages (AMP) Project site.
Using AMP for your Google Ads Landing Pages, which provides suggestions for adding dynamic functionality to your AMP pages
Conversions reported from the
<amp-analytics type="gtag"> tag can be used with the following Search Ads 360 features:
You can create custom Floodlight columns to report on Floodlight activities on an AMP site.
Formula columns can include Floodlight activities on AMP pages.
Bid strategies: Floodlight activities on an AMP site can be used as targets in Smart Bidding strategies.
Cross-environment conversions: credit for AMP conversions can be spread across desktop and mobile environments, depending on the devices used in the conversion path.
Predefined attribution models and data-driven attribution (DDA) models can be applied to Floodlight activities on an AMP site. DDA models can also include these activities when generating and updating the model.
Conversions reported from AMP cannot be used with the following Search Ads 360 and Campaign Manager 360 features:
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.