There is one thing is constant in digital marketing industry and that is change. Based on customer's demand and in respect to their business preference we've been experiencing several changes in different ad servers.
Previously we all know that Floodlight tags are two types (iframe and image). However, to make the conversion mechanism more simplify and to generate granular level data Google has come up with new technology.
This is a new Floodlight tag format and updated Floodlight workflows in DCM, DBM, and DS.
Improved measurement capabilities to be built on this new tag format to be rolled out in phases. This includes, but is not limited to, Safari. The only immediate improvement should be for DoubleClick Search.
Google Tag Manager customers will benefit from these changes with less additional implementation work.
A global site tag for Floodlight is made of two snippets of JavaScript:
Global snippet: The global snippet should be placed on all pages of your website, in the section of your HTML pages.
The global site tag sets new cookies on your domain that will store a unique identifier for a user or the ad click that brought the user to your site. The cookies receive the ad click information from a GCLID (“Google click identifier”) parameter that DoubleClick Search adds to the landing page URL just before redirecting to your site.
Event snippet: The event snippet should be installed on the page with the event you're tracking. It can be placed anywhere on the page after the global snippet. We recommend it placing it within the section as well for the best tracking accuracy.
In order to facilitate cookieless tracking, via the GCLID for AdWords & DoubleClick Search tracked clicks, Google is introducing an update to GTM & a new Site Snippet + Floodlight Wrapper for non-GTM customers.
These changes will essentially pickup the GCLID on arrivals to the advertiser's website from paid search activity, and store the GCLID value in a first party cookie on the advertiser’s domain.
The Floodlight Event Wrapper will then read this cookie and include it as a key-value parameter in the Floodlight Activity Tag request to DoubleClick servers.
This will allow DoubleClick to attribute post-click conversions via the GCLID, if no DoubleClick ID Cookie is present.
Previously we all know that Floodlight tags are two types (iframe and image). However, to make the conversion mechanism more simplify and to generate granular level data Google has come up with new technology.
This is a new Floodlight tag format and updated Floodlight workflows in DCM, DBM, and DS.
Improved measurement capabilities to be built on this new tag format to be rolled out in phases. This includes, but is not limited to, Safari. The only immediate improvement should be for DoubleClick Search.
Google Tag Manager customers will benefit from these changes with less additional implementation work.
A global site tag for Floodlight is made of two snippets of JavaScript:
Global snippet: The global snippet should be placed on all pages of your website, in the section of your HTML pages.
The global site tag sets new cookies on your domain that will store a unique identifier for a user or the ad click that brought the user to your site. The cookies receive the ad click information from a GCLID (“Google click identifier”) parameter that DoubleClick Search adds to the landing page URL just before redirecting to your site.
Event snippet: The event snippet should be installed on the page with the event you're tracking. It can be placed anywhere on the page after the global snippet. We recommend it placing it within the section as well for the best tracking accuracy.
In order to facilitate cookieless tracking, via the GCLID for AdWords & DoubleClick Search tracked clicks, Google is introducing an update to GTM & a new Site Snippet + Floodlight Wrapper for non-GTM customers.
These changes will essentially pickup the GCLID on arrivals to the advertiser's website from paid search activity, and store the GCLID value in a first party cookie on the advertiser’s domain.
The Floodlight Event Wrapper will then read this cookie and include it as a key-value parameter in the Floodlight Activity Tag request to DoubleClick servers.
This will allow DoubleClick to attribute post-click conversions via the GCLID, if no DoubleClick ID Cookie is present.
Thank you for sharing your thoughts and knowledge on this topic. This is really helpful and informative, as this gave me more insight to create more ideas and solutions for my plan. I would love to see more updates from you.
ReplyDeleteMelbourne SEO Services
Thank you Nina!
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