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Measuring Conversion Metrics with Floodlight Tags in Ad Operations

Measuring conversion metrics is often overwhelming. A Floodlight tag is a piece of HTML code generated in Doubleclick Campaign Manager that can help you to keep track and report the activities that are happening on your website.

In Ad Operations (Ad Ops), an activity can be referred to as a conversion. For every activity that takes place, a tag gets generated. Doubleclick Search can automatically generate a floodlight tag, which you will need to embed in a particular place of your website from where you want to track the activities. So when a visitor clicks on an ad and lands on a page, the tag sends information about the conversion back to the DS and the DCM.

How does floodlight identify user activities?

User activities are identified by their User ID, which can be their cookie ID or mobile ID. A cookie ID or a mobile ID is associated with a device or a browser that is being used to click on an advertisement and land on a web page or the transactions that are initiated from a particular web page.

In case if a user enters a web page from multiple devices or multiple browsers, then, in that case, each device or browser is identified separately. As a result, floodlight cannot associate multiple activities taking place from multiple devices or browser even if they turn out to be correlated.

Types of Floodlight Activities

Floodlight activities can be monitored based on two types — Action and Transaction.

Action: An action refers to the number of times a user has visited a web page after clicking on an ad. In the Campaign Manager, an ad is also called Counter Activities. For example, if a counter activity is created in DCM and named as ‘Newsletter Signups,’ there will be a corresponding ‘Newsletter signups’ activity listed as an action activity in DS. Counter activities count the number of conversions that are associated with an event. This could be the number of times users visit a webpage after seeing and clicking on an ad. There are three ways to define a conversion for counter activities:

  • Standard: Counts every conversion
  • Unique: Counts the first conversion for each unique user during each 24-hour day
  • Per session: Counts one conversion per user per session. You can define the length of a session for your site.

Transaction: A transaction can also be called sales activity in DCM. This refers to the number of items purchased or the number of sales made by a website. Using transaction tags, one can measure the total revenue or profit generated from a sale. Besides, the transaction tag also allows one to measure the value generated from individual sales. For example, if a user purchases three items one at a time, then the DCM will track the activity as conversion made thrice.

One can set up both the counter activities and sales activities on the same page or app to track data related to web page visits and sales. Learn more about floodlight tags and how you can set up one to track your web page conversions.

Best Practices of Using the Floodlight Tag

The ultimate aim of tracking down a web page’s floodlight activities is to influence a user’s conversion journey right from clicking on an ad to landing on a web page and then becoming a potential lead by converting. It is therefore essential that floodlight tags be placed in areas on a website where visitors are more likely to interact. Some of these are as follows:

  • The Home Page
  • People can land on your website’s home page either via a display ad or via organic search. Whatever the source may be, a floodlight tag can help you identify and differentiate the traffic that is coming from display ad campaigns and the ones coming from organic search.

  • The Checkout Page
  • Embedding a floodlight tag on a checkout page will allow you to monitor closely the number of potential leads that are converting. This will allow you to investigate the issue and give you to option to retarget these potential leads so that they return to the page and complete the transaction process.

  • The Order Confirmation Page
  • The floodlight tag can help you track all monetary conversions made by users completing a sales transaction and landing on the order confirmation page.

    These are some of the areas of a website where embedding the floodlight tag can help you monitor how users are interacting with a website as well as which of your display ad campaigns are worth the investment. Advertisers can determine the monetary value of a purchase made by the user, which is the direct result of a particular ad campaign. The information that is tracked via the floodlight tag will depend a lot on the location where the floodlight tag is embedded as well as the type of configuration.

How Genisys Can Help with Data Extracted from Floodlight Activities

The future of your business will depend a lot on how you harness the data tracked from floodlight activities. At Genisys, we can offer you strategic digital services for driving unified and holistic business growth. Whether you need to assist in installing floodlight tags at appropriate places on your website or enabling digital solutions by bringing in enterprise businesses, processes, data, and customer behavior together; we have the expertise to help you in your daily Ad Operations (AdOps). For more information, visit the Genisys digital solution page.

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