IntegrationsAdvertisingGoogle Floodlight

Google Floodlight

Server-side delivery of conversion events to Google Floodlight activities. Distinct from the CM360 Campaign Manager integration — Floodlight handles direct conversion pixel replacement and offline conversion imports at the activity-tag level.

⚠️

Configuration is available and pixel-replacement delivery is operational. Two delivery modes are supported: direct pixel replacement (counter / sales activities) and offline conversion import via the CM360 API. If you’re planning Floodlight delivery in production, contact your account team for setup support.

Why route Google Floodlight through Datafly Signal

  • Conversions survive ad blockers and tracking prevention. A browser tag served from an advertising domain is blocked outright for part of your traffic, and Safari’s ITP shortens the cookies it can set. Signal sends the event from your own server, so the conversions Google Floodlight optimises against are not filtered by the browser.
  • Client IP and user agent are carried in the payload. Both are taken from the original visitor request rather than your server, which is what Google Floodlight needs to attribute the event to the right session.
  • One consent decision governs every destination. Google Floodlight is gated by the same consent state as the rest of your stack, so a withdrawal applies everywhere at once.
  • No vendor tag on the page. Removing it removes its page weight and its independent access to your visitors.

Prerequisites

  • A Campaign Manager 360 account with Floodlight enabled.
  • A Floodlight Advertiser ID (src parameter). Find it under Advertiser Settings in CM360.
  • Activity Group tag string (type) and Activity tag string (cat) for each activity you want to track.
  • For offline conversion imports only: a Google Cloud project with OAuth2 credentials for the CM360 API.

API endpoint

GET https://ad.doubleclick.net/ddm/activity/src={{advertiser_id}};type={{group_tag}};cat={{activity_tag}}

Allow egress to ad.doubleclick.net from the network your delivery workers run on.

Configuration fields

FieldRequiredNotes
advertiser_idYesFloodlight advertiser ID (src).
activity_groupYesActivity group tag string (type).
activity_tagYesActivity tag string (cat).
oauth_refresh_tokenNoOnly required for offline conversion imports via CM360 API.

Delivery mode: pixel replacement

Signal replaces the in-browser Floodlight pixel with a server-to-server call, preserving the standard src/type/cat parameters plus any custom Floodlight variables. No changes needed at the advertiser side — Floodlight sees the same activity structure it would from the client-side pixel.

Delivery mode: offline conversion import

For sales-cycle conversions that happen after the web session (e.g. phone-closed deals, in-store purchases linked back via gclid), Signal can push offline conversions via the CM360 Offline Conversions API. Requires OAuth2 setup with the CM360 API scope.

Product-level remarketing exclusion

Floodlight carries product identifiers in custom variables (u1–u100), and which slot means what is defined in your own Floodlight configuration — not by Google, and not by Signal. That is why the blueprint maps u1 and u2 generically instead of assuming a product ID lives in either.

If you run dynamic remarketing through DV360 and want purchasers excluded from retargeting for the product they bought, you have to wire this up yourself:

  1. In Campaign Manager, note which custom variable is configured as your product identifier (commonly u1 or u2)
  2. In Signal, map properties.items — or your product ID field — to that variable on the purchase event
  3. Confirm the value matches the product IDs in your Merchant Center feed exactly
⚠️

Step 3 is where this usually fails. If the identifier you send does not match the feed — variant ID against parent ID, SKU against GTIN, a prefixed value against a bare one — Floodlight accepts the conversion and the exclusion silently matches nothing. Buyers keep seeing ads for what they already bought, and no error appears anywhere.

Signal delivers the purchase within seconds of it happening, so the exclusion fires as soon as the network evaluates it. What Signal cannot do is make the identifiers match — that part is your Floodlight and feed configuration.

Why this is distinct from CM360

The CM360 Campaign Manager blueprint handles higher-level click / impression / measurement pipelines. Floodlight is the conversion tag layer underneath. A typical CM360 deployment uses both — campaign data via CM360, conversion data via Floodlight.

Criteo EventsKargo