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Marketing 24 Feb 2023

What Are Floodlight Tags? (Benefits, Types & Guide)

Author Nevil Bhatt

Writen by Nevil Bhatt

Viewed 7 min read

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Measuring conversion metrics is often overwhelming. And one such tool for measuring conversion is Floodlight Tags. As the title suggests, we will be discussing, What are Floodlight Tags and how are they useful? What do they do?

Floodlight is one of the most effective conversion tracking tools on the Google Marketing Platform. This miraculous tool, when used correctly, may have a profound effect on a company’s management strategy. We will also see a floodlight tag example in this post.

What Are Floodlight Tags?

Floodlight is a solution for measuring conversions that perform particular tasks, such as monitoring specific user events and behaviors on your website. Cookies and mobile IDs are the most common methods for recognizing impressions, clicks, and other actions website visitors perform.

Floodlight employs JavaScript code called a “floodlight activity” to capture unique data about website visitors’ behavior. A new lighting activity must be established for each occurrence that may be tracked.

The Floodlight tag is a piece of HTML code created by DoubleClick Campaign Manager that allows you to monitor and report website activity.

Ad Operations (Ad Ops) uses the term “conversion” to describe an action. For each action that occurs, a tag is produced. Campaign Manager may create a floodlight tag automatically, which you must insert in a specific location on the website from which you want to monitor user activity.

Benefits of Floodlight Tags for Business Professionals?

Marketers, businesspeople, and practitioners may take advantage of the following using Floodlight:

You Can Use This Information to Fuel Data-Driven Marketing Ideas.

Use floodlighting activities to get signals on the degree of creative diversity needed to offer your audience and tailor their experience with your business.

You Can Maintain a Record of Successful Conversions and Report on Them

The activities are taken by people who visit your website result from seeing or clicking on your adverts and then converting in some way, whether via a count or a purchase.

You Can Create Target Groups for Marketing Based on Consumer Actions or Actions Taken on Your Website.

Invoking data-driven advertising strategies to focus on site visitors who have already performed certain activities.

For each Floodlight Tag produced, you must decide on a counting technique to indicate precisely how that floodlight activity should measure the conversion or event; the available choices are Counter and Sales.

A counter activity will measure the number of conversions linked with a particular event, such as the number of times a person views a specific website. A sales activity will monitor the sales or items sold per transaction.

What Are Key Types of Floodlight Tags?

There are mainly two types of monitoring Floodlight Activities:


A transaction may also be referred to as a sales activity. This refers to the number of sales or products generated by a website. Transaction tags may calculate a sale’s total revenue or profit. Also, the program calculates the value created by each sale.

For instance, if a user purchases ten products individually, the transaction activity will be recorded as ten conversions.

You can always set up counter and sales activities on the same website or app to measure engagement and sales data. The future of digital business will primarily rely on how data collected from floodlight activities is used. Now you are aware of how floodlighting may assist your company.


Action is the number of times a person has visited a website after clicking an advertisement. In campaign management, advertising is also known as counteractivity.

For instance, if a counter activity named “Notification Signup” is established in the GMP, “Notification Signup” will be included as an action activity in the setup. Counteractions determine how many conversions are linked with an event.

There are three ways to define a conversion for counter activities:

  •       Standard
  •       Unique
  •       Per Session

Floodlight Tag Example

The potential uses of floodlight tags along this user’s journey are outlined below. A user recently saw an advertisement for a “20% off discount” at a well-known sneaker brand to provide just one example. This resulted in the user clicking the ad and being sent to the site’s main page.

Here is the process from when the user added the sneaker shoes to the cart, completed the checkout process, and paid.

Remember that you may include a floodlight tag in any website section necessary for tracking the progress of conversion or other activity.

Floodlight Tag Example

Homepage Floodlight

While a click tracker is already included in your display advertising, a floodlight on your homepage might help you distinguish between traffic from your display ad and traffic from other sources (such as organic search or clicks from e-newsletters).

Checkout Page Floodlight

If a significant fraction of your visitors leaves before converting, you may investigate the cause. For example, you may see that 1000s people go to the checkout page, but only a few finish the purchase process.

With floodlight tags, you can see where customers are falling off and figure out why they aren’t converting. When visitors who have abandoned their shopping carts are retargeted, you may offer them a display ad for an additional 10% off if they return to the site and finish their purchase.

Order Confirmation Page Floodlight

Customers whose orders were successfully processed and shown on the order confirmation page had their monetary transactions recorded here.

A user’s path across your site may tell you a lot about which of your marketing efforts are producing the greatest conversions.

What are the Best Practices for Implementing Floodlight Tags

So, till now – we have discussed what is Floodlight tag, how it is valid, how it works, what are the types of activities, etc. Now, let us see the best practices for using the Floodlight Tags.

Use Multiple Floodlight Tags on A Single Webpage

You may add many sets of Floodlight tags to a page since they are all handled individually. Remember that every time the page is loaded, a Floodlight effect will be registered for each pair of Floodlight tags, which might increase the expenses incurred by the advertiser.

Consider your overall Floodlight approach when using multiple Floodlight tags on the same page.

Do not include the Floodlight tags on an HTML page using <frameset> elements.

If you’re placing Floodlight tags on a webpage that uses frames, put the tags in the HTML page with the main content.

Try Placing Floodlight Tags Near the Top of The Page

Floodlight tags should be positioned near the top of the page as feasible, as the Google Marketing Platform advises. The Floodlight impression will be recorded even if the user abandons the page using the browser’s Stop button or clicking elsewhere.

Remember that many websites utilize Floodlight tags to track what the visitor did on the previous page. For instance, when a user completes a purchase, the confirmation page they are sent to has a Floodlight tag that stores the total cost of the transaction.

That’s why you must ensure the Floodlight tag is called as soon as the page loads. The average time to complete a request is less than 300ms. Therefore the call should have a negligible effect on latency.

Way to Implementing Floodlight Tags

Wrap Up

We hope you have grasped the concept of floodlight tags and how they work.

How you use the information gathered via floodlights will determine the course of your company’s destiny.

Our Floodlight tag and Server-side tracking tracking solution can help you do just that! NFlow Technologies provides digital services that are both strategic and tactical, allowing you to build your company cohesively and comprehensively.

We have the know-how to aid you with your daily Ad Operations, whether you need assistance with something as simple as adding floodlight tags in suitable locations on your website or as complex as enabling digital solutions by integrating corporate organizations, processes, data, and consumer behavior. For more information, contact us at

Author Nevil Bhatt
Nevil Bhatt

Nevil is the owner of one of the fastest-growing digital marketing agency in India. Having a great knowledge of the IT field and business management, he decided to bring a revolution in the digital world by providing valuable and customised solutions across the globe. Whether it's real or digital, he knows how to handle sustainable relationships and meaningful interactions.

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