Floodlight Tags Explained (Campaign Manager 360 / DV360)

Floodlight is Google’s conversion-tracking system for Campaign Manager 360 and Display & Video 360 (the enterprise/programmatic side of Google advertising).

Counter vs Sales

• Floodlight Counter — counts how many times an action happens (e.g. page visits, signups).
• Floodlight Sales — records revenue and quantity for transactions.

The advertiser ID

Floodlight tags reference a numeric advertiser ID plus group/activity tags that identify the specific conversion. Like Google Ads, they rely on the Conversion Linker for accurate attribution.

Who uses it

Mostly larger advertisers running display/programmatic campaigns. If you only run search ads, you’ll typically see Google Ads Conversion tags instead.

How to check yours is working

Run your site through our free Tag Explorer tool — it shows every tag on the page, nested under its GTM container, with the tracking IDs. To confirm a tag actually fires, use GTM’s Preview mode or your browser’s DevTools Network tab.

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Part of the Shipwreck Studio Tag Guide. Scan any page with Tag Explorer to see its full tag tree and spot duplicates.