Floodlight is a feature within Google Tag Manager (GTM), typically used with Google Marketing Platform (GMP) for tracking and measuring conversions and user interactions on your website. It is a critical part of the Campaign Manager 360 suite, enabling advertisers to gather detailed data for optimizing digital marketing campaigns.
Key Features of Floodlight:
Conversion Tracking: Measure specific actions (conversions) taken by users, like form submissions, purchases, or sign-ups.
Audience Building: Create custom audiences based on user behavior for targeted advertising.
Dynamic Remarketing: Show personalized ads to users based on their activity.
Detailed Reporting: Gain insights into user journeys, campaign effectiveness, and ROI.
How Floodlight Works in Tag Manager:
Floodlight in GTM uses Floodlight tags to track conversions and activity. These tags are containers for a piece of tracking code that sends data to Campaign Manager 360.
Steps to Set Up Floodlight in GTM:
Obtain Floodlight Tag Details:
Login to Campaign Manager 360.
Navigate to the Floodlight configuration page and copy the details such as Activity Group, Activity Name, and Floodlight ID.
Create a New Tag in GTM:
Go to your Google Tag Manager account.
Select Tags and click on New.
Choose the Floodlight Sales Tag or Floodlight Counter Tag template.
Configure Floodlight Tag:
Floodlight Activity ID: Enter the ID provided in Campaign Manager.
Activity Group: Specify the group for organizing tags.
Custom Parameters: Add dynamic values like revenue or product category if needed.
Set Up Triggering:
Determine when the Floodlight tag should fire (e.g., on form submissions, page views, or purchase confirmation pages).
Add a corresponding trigger in GTM.
Test and Debug:
Use the Preview Mode in GTM to ensure the Floodlight tag is firing correctly.
Check the data sent to Campaign Manager in the real-time reports.
Publish Changes:
Once verified, publish the container in GTM to make the tag live.
Types of Floodlight Tags:
Sales Tag:
Tracks transactions or revenue-related events.
Example: Recording purchase details after a successful checkout.
Counter Tag:
Tracks non-monetary interactions like page views, form completions, or button clicks.
Advantages of Using Floodlight Tags in GTM:
Centralized Management: Manage all your tags and triggers in one place.
Flexibility: Easily update or change Floodlight tags without modifying website code.
Integration with GMP: Seamlessly integrates with tools like Google Analytics 360, Campaign Manager, and Search Ads 360.