Google Floodlight — Tag Directory

Overview

Conversion tracking system within Google Marketing Platform (Campaign Manager 360 / Display & Video 360). Tracks conversions from display and video advertising campaigns using counter and sales tags. Integrates with Google's ad serving infrastructure.

Detection Capabilities

Signature count: 1
Detection methods: network

Consent Mode v2

Google Consent Mode v2 signal requirements for this tag.

analytics_storage not used

ad_storage required

ad_user_data required

ad_personalization not used

Performance Impact

Requests per page: 1

Common Mistakes

1 Not integrating Floodlight with Consent Mode v2, causing conversion data loss or non-compliant firing
2 Firing Floodlight tags on sensitive conversion pages without verifying consent status
3 Not configuring the correct controller/processor relationship in the Google Ads Data Processing Terms

Compliance Considerations

Fires conversion pixels that send data to Google ad servers. Uses DoubleClick cookies for cross-site attribution. Requires explicit advertising consent under GDPR/ePrivacy. Should be integrated with Google Consent Mode v2 to handle consent states. Data is processed by Google as a joint controller or processor depending on the product configuration.

Related Services

6sense

Advertising

High 6sense

Account-based marketing platform that identifies anonymous B2B website visitors and matches them to company accounts using reverse-IP lookup and intent data. Used for ABM targeting, lead scoring, and sales intelligence.

2 detection signatures

Adjust

Advertising

High Adjust

Mobile measurement and attribution platform owned by AppLovin. Tracks app installs, in-app events, and marketing campaign performance across mobile advertising networks. Used for mobile attribution, fraud prevention, and campaign optimisation.

3 detection signatures

Amazon Ads

Advertising

High Amazon Ads

Amazon Ads (formerly Amazon Advertising) provides a JavaScript pixel and conversion tracking tag that measures user actions on advertiser websites and sends data back to Amazon's demand-side platform (DSP) and sponsored ads ecosystem. The Amazon ad tag enables conversion attribution, audience building, and retargeting across Amazon's owned properties and its extensive third-party publisher network. Amazon's advertising business has grown rapidly to become the third-largest digital advertising platform globally behind Google and Meta. The Amazon Ads pixel is increasingly found on e-commerce, retail, and consumer goods websites, and its integration with Amazon's vast consumer data ecosystem raises significant governance considerations for regulated organisations.

1 detection signature

AppNexus

Advertising

High AppNexus

Programmatic advertising platform now operating as Microsoft's Xandr. Provides real-time bidding, audience targeting, and ad serving across display, video, and native formats. Xandr was acquired by Microsoft in 2022.

1 detection signature

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