Implement an amp-analytics tag for Search Ads 360

Here's an overview of implementing an amp-analytics tag to report Floodlight conversions in Search Ads 360:

1. Activate the conversion API in Search Ads 360.

2. Create a Floodlight activity and copy the amp-analytics tag. If you want to record AMP conversions for an existing Floodlight activity, you can generate the tag for an existing activity. For each Floodlight activity, Search Ads 360 generates an amp-analytics tag and an event snippet.

3. Paste the amp-analytics tag on every page of your AMP site and paste the event snippet on the page that you want to report a conversion.
   
   The amp-analytics tag and event snippet only work on AMP pages. If you also have standard HTML pages, we recommend using the Google tag to record conversions on the standard HMTL pages.

4. Test the tags.

5. Update your mobile landing page URLs to point to your AMP page.

1. Activate the conversion API

To ensure that the <amp-analytics type="gtag"> 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.

Special permissions required

To activate the Search Ads 360 conversion API, your Google account needs agency manager or advertiser manager permissions.

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.

2. Create a Floodlight activity or generate a tag for an existing activity

Create a new Floodlight activity and copy its amp-analytics tag

Special permissions required

To create or edit Floodlight activity groups and Floodlight activities in Search Ads 360, your Google account needs all of the following permissions:

• In Search Ads 360, your account needs agency manager or advertiser manager permissions.
• Your account also needs a user profile in Campaign Manager 360 with the following permissions:
  • Floodlight: full access
  • Access to the Campaign Manager 360 API

Shared Floodlight configurations

If your advertiser is part of a shared Floodlight configuration, you can only create Floodlight activities from the parent advertiser. All of the child advertisers will have access to the Floodlight activities created in the parent.

• In Search Ads 360, sign into the advertiser that is associated with the parent Campaign Manager 360 advertiser and create Floodlight groups and activities from there. You'll need agency manager or advertiser manager permissions for this Search Ads 360 advertiser.
• In Campaign Manager 360 your account needs full Floodlight access and API access for the Campaign Manager 360 parent advertiser.

Create a Floodlight activity and amp-analytics tag

1. 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.

2. 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. 

3. Click the Floodlight▼ tab and select Floodlight activities.

4. Create a new Floodlight activity:

   1. Click the + Floodlight activity button, which appears just below the tab.

   2. Name the Floodlight activity.

      Choose a name that reflects the conversion this activity tracks. You'll see this name when you segment reports by Floodlight activity, create Floodlight columns, or choose Floodlight activities as conversion source in a bid strategy.

   3. In the Expected URL field, enter the URL of the webpage that the activity will track (this is the same page on which you'll install the event snippet that Search Ads 360 generates for the activity).
      You need to start the URL with http:// or, if the page is secured, https://.

   4. From the Activity group list, select the Floodlight activity group that will contain this Floodlight activity.

   5. Select the Secure Servers Only (https) check box if you plan to install the tag onto a site secured by SSL. Selecting this option will encrypt the transmission of Floodlight data to Campaign Manager 360 and Search Ads 360.
      
      Leave Primary source is offline unchecked. This setting is used only when you're creating a Floodlight activity to record offline conversions.

   6. In the Tag format list, select Tag for Accelerated Mobile Pages (AMP).
      Search Ads 360 generates an <amp-analytics type="gtag"> tag and an event snippet for the activity.
      
      Don't copy the tag yet. Finish creating the new Floodlight activity so Search Ads 360 can create a unique activity tag string. This unique string will appear in the event snippet, but only after you complete the remaining steps.

   7. Click Save.
      Search Ads 360 creates the activity and displays the Floodlight activity reporting table.

5. Copy the new activity's amp-analytics tag:

   1. In the reporting table, click the checkbox next to the new Floodlight activity you created. Then click Edit and select Edit details.

   2. In the Tag format list, select Tag for Accelerated Mobile Pages (AMP).
      Search Ads 360 generates an <amp-analytics type="gtag">  tag and an event snippet for the activity.

   3. Copy contents from the Global snippet box and the Event snippet box.
      Paste them into a text file and save the file. You'll add the tag and event snippets to your AMP site as described below.

   4. Click Save.

Generate an amp-analytics tag for an existing Floodlight activity

If you have an existing Floodlight activity that you want to copy or move to your AMP page, you can view the amp-analytics tag Search Ads 360 generated for the existing activity:

1. 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.

2. 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. 

3. Click the Floodlight▼ tab and select Floodlight activities.

4. Click the checkbox next to an existing Floodlight activity. Then click Edit and select Edit details.
   If you don't see the Edit button, your advertiser may be a child in a shared Floodlight configuration. In this case, navigate to the parent advertiser to generate an amp-analytics tag. 

5. In the Tag format list, select Tag for Accelerated Mobile Pages (AMP).
   Search Ads 360 generates an <amp-analytics type="gtag"> tag and an event snippet for the activity.

6. Copy contents from the Global snippet box and the Event snippet box.
   Paste them into a text file and save the file. You'll add the tag and event snippets to your AMP site as described below.

7. Close the edit panel by clicking Save or Cancel.
   Note that for an existing Floodlight activity, neither button (Save or Cancel) affects existing tags. If you're also using an iFrame tag or Google Tag for this activity on a standard HTML page, the tags will continue to work even if you click Save.  

3. Add the amp-analytics tag to your AMP site

This section describes how to install the amp-analytics tag and event snippet on your site. For more information about the tag, see technical details of the amp--analytics tag for Search Ads 360.

Global snippet

On every AMP page in your site, paste the following tag in the <head> element:
<script async custom-element="amp-analytics"
    src="https://cdn.ampproject.org/v0/amp-analytics-0.1.js"></script>

If the <head> element already contains this tag, you don't need to paste it again. The script tag enables the <amp-analytics> tag.

Next, paste the <amp-analytics type="gtag"> tag generated by Search Ads 360 in the <body> element.

When you're done, each page on your AMP site will look something like this:

<head>
  <script async custom-element="amp-analytics"
    src="https://cdn.ampproject.org/v0/amp-analytics-0.1.js"></script>
</head>

<body>

<!-- Google 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": {
      }
    }   

    </script>
  </amp-analytics>

</body>

If your AMP page already contains an <amp-analytics type="gtag"> tag for other Google products, just add the "DC-Floodlight_ID" field from the Search Ads 360 tag to the config object in the existing tag. See Track AMP conversions for both Search Ads 360 and Google Ads for details.

Event snippet

On the page that you want to record your Floodlight activity, paste the event snippet into the triggers object of the <amp-analytics type="gtag"> tag. Here's a full example of the tags that need to appear on the AMP conversion page:

<head>
  <script async custom-element="amp-analytics"
    src="https://cdn.ampproject.org/v0/amp-analytics-0.1.js"></script>
</head>

<body>

<!-- Google 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"
          }
        }
      }
    }

    </script>
  </amp-analytics>
</body>

4. Test the tags

To test your new tag implementation, there are several tools you and your webmaster can use:

• Debug with Chrome Developer Tools: Use DevTools to analyze your amp-analytics tags. Learn more about troubleshooting Floodlight tags with DevTools.

• 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 troubleshooting Floodlight tags in Campaign Manager 360.

Make sure your AMP pages are valid

Pages that don’t follow AMP guidelines can’t be cached, so they load more slowly than cached pages and therefore don’t perform as well. Make sure you don't have invalid pages by using (or encouraging your web developers to use) AMP’s validation tool.

While the AMP validation tool should be used in the page development, it’s also a good idea to check for invalid AMP pages from Google Ads:

1. Sign into Google Ads.
2. From the page menu, click Landing pages.
3. View the Valid AMP click rate column.
   Landing pages with click rates less than 100% may be invalid. If this is the case, you or your web developer should fix the coding using AMP’s validation tool.

5. Update your mobile landing page URLs

Once you know your <amp-analytics type="gtag"> tag is sending data to Search Ads 360, update your mobile landing page URLs to point to your AMP page. In campaigns that target mobile and desktop devices, we recommend you sign into Google Ads and add your AMP URL to the Final Mobile URL field.

Next steps

Report on Floodlight conversions