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Technology · Business & Marketing

DoubleClick Floodlight

support.google.com

Floodlight is the conversion tracking system of the Google Marketing Platform. One set of tags tracks conversions across Campaign Manager 360, Display & Video 360 and Search Ads 360.[1]

No description available.

DoubleClick Floodlight belongs toAdvertisingcategory.

Shared data layer

One set of tags for three ad platforms[1]

De-duplication

A conversion is not counted twice across channels[1]

Audiences

Build lists from actions users take on your site[1]

Bidding

Data feeds automated bidding in two platforms[1]

244websites

use it — 9.6% of the 2,555 websites we scanned in the last 12 months

#2of 84

tools in its category seen in our scans (we recognize 243)

232public pages

on UptimeCard — open any of them to see how that site is doing

In short: Floodlight is the shared conversion tag behind Google’s paid ad platforms; Google recommends the Google tag format and has moved its settings to Data manager.[2]

3.07% of all websites we track run DoubleClick Floodlight▲ 0.13 points since 20 Sep

Should you use DoubleClick Floodlight?

The 10-second version, from the vendor’s own pages and what we see in our scans

DoubleClick Floodlight fits if…

  • Advertisers who buy display, video and search ads through the Google Marketing Platform and want one conversion count.[1]
  • Teams that build audience lists and bidding from on-site actions.[1]

Look elsewhere if…

  • Advertisers who do not use the Google Marketing Platform have no use for Floodlight, since it measures conversions for those products.[1]
Google Tag settings moved from the Floodlight tab to the Data manager page, so older guides can point to the wrong place.[2]
Counting method matters: the help page recommends counting every conversion for purchases.[3]

Products

Platforms that share Floodlight tags

Floodlight

This page

The conversion tracking system of the Google Marketing Platform.[1]

Campaign Manager 360

Tracks conversions through the shared Floodlight tags.[1]

Display & Video 360

Tracks conversions through the shared Floodlight tags.[1]

Search Ads 360

Tracks conversions through the shared Floodlight tags.[1]

How DoubleClick Floodlight sites protect themselves

Share of the 244 sites we scanned that run each protection

HSTS78% · 190 sites

HTTP Strict Transport Security (HSTS) informs browsers that the site should only be accessed using HTTPS

reCAPTCHA27% · 65 sites

reCAPTCHA is a free service from Google that helps protect websites from spam and abuse

Cloudflare Bot Management17% · 42 sites

Cloudflare bot management solution identifies and mitigates automated traffic to protect websites from bad bots

Protections add up, they do not replace each other: a site can run all of them.

What sites use DoubleClick Floodlight for

An estimate from UptimeCard's technology map of 200 public sites

Runs the marketing site113 sites

advapacs.com · affirm.com · aiia.eu

Runs the whole site83 sites

accredible.com · alchemy.com · altium.com

Runs a shop or catalog4 sites

easyship.com · pbs.com.bd · vaisala.com

Rough guide, not a measurement: each description is written automatically from the site’s technology stack and the site has not confirmed it. A site is counted once, in the first group its description fits (shop, help and docs, blog, marketing site; otherwise the whole site). Descriptions that only guess (“likely”, “may”) are left out.

At a glance

UptimeCard's own scans and tests of 2,555 websites · refreshed weekly

How DoubleClick Floodlight sites scoreout of 100 · hover or tap a score for details

46PerformancePooraverage site: 5088AccessibilityGoodaverage site: 8979Best practicesFairaverage site: 9392SEOGoodaverage site: 92

Page load time

Loads about 9% slower than the average site

DoubleClick Floodlight sites
4.7 s
All sites
4.3 s

Most DoubleClick Floodlight sites load in 3.4–6.8 s. Home page weight: 3.4 MB vs 3.3 MB for all sites. 208 public sites measured.

Where are they hosted?

Mostly Cloudflare and Amazon Web Services

  • Cloudflare37%
  • Amazon Web Services24%
  • Fastly8%
  • Google Cloud4%
  • Other26%
United States 55%Canada 28%Netherlands 2%

Who uses it?

Technology and Software is the biggest group

Technology and Software56%
Business Services1.3× avg16%
Software as a Service (SaaS)1.3× avg8%
Educational Resources5%

Share of 232 classified public sites. “× average” compares with all 961 public sites.

Browser-security check

37% of graded sites pass

22of 60 score B or better

Rates each site’s own security settings, not DoubleClick Floodlight. 60 public sites graded so far.

How DoubleClick Floodlight sites are built

Closest partners. The number says how many times more often the tool runs on DoubleClick Floodlight sites than on an average website. Hover a partner for its share of sites.

Qualified6×Piwik PRO Core6×Marketo5×Python5×Reddit Ads4×HubSpot Analytics4×Hotjar4×HubSpot4×Marko4×

Stacks we see most. Tools that tend to run together with DoubleClick Floodlight on the same websites. The percentage is the share of all 244 DoubleClick Floodlight sites that run the whole stack.

14 stacks · swipe, drag or use the arrows
#1

DoubleClick Floodlight + Google Tag Manager + Linkedin Insight Tag + Piwik PRO Core + Microsoft Advertising

27.5%67 of 244 sites
#2

DoubleClick Floodlight + Google Analytics + Facebook Pixel + Piwik PRO Core + Microsoft Advertising

24.6%60 of 244 sites
#3

DoubleClick Floodlight + Google Tag Manager + Linkedin Insight Tag + Cloudflare + Facebook Pixel

21.7%53 of 244 sites
#4

DoubleClick Floodlight + Google Analytics + Linkedin Insight Tag + Cloudflare + Piwik PRO Core

20.1%49 of 244 sites
#5

DoubleClick Floodlight + Google Analytics + Linkedin Insight Tag + Facebook Pixel + HubSpot

17.6%43 of 244 sites
#6

DoubleClick Floodlight + Google Analytics + Cloudflare + Facebook Pixel + jsDelivr

15.2%37 of 244 sites
#7

DoubleClick Floodlight + Google Tag Manager + Cloudflare + Piwik PRO Core + HubSpot

12.7%31 of 244 sites
#8

DoubleClick Floodlight + Google Tag Manager + Microsoft Advertising + Marko + Qualified

9.8%24 of 244 sites
#9

DoubleClick Floodlight + jsDelivr + Reddit Ads + Marko + Qualified

4.1%10 of 244 sites
#10

DoubleClick Floodlight + HubSpot + Microsoft Advertising + jsDelivr + Reddit Ads

3.7%9 of 244 sites
#11

DoubleClick Floodlight + WordPress + Marko + Qualified + Marketo

3.7%9 of 244 sites
#12

DoubleClick Floodlight + HubSpot + jsDelivr + WordPress + Hotjar

2.5%6 of 244 sites
#13

DoubleClick Floodlight + WordPress + HubSpot Analytics + Reddit Ads + Hotjar

2%5 of 244 sites
#14

DoubleClick Floodlight + Reddit Ads + Marko + Amazon S3 + Marketo

2%5 of 244 sites

Usually installed alongside

The bigger the bubble, the more of the 244 DoubleClick Floodlight sites also run the tool. Colour shows what the tool does. Hover or tap a bubble for details.

Google Tag Manager95%Google Analytics94%Linkedin Insight Tag62%Facebook Pixel48%HubSpot37%Qualified18%Marketo17%Microsoft Advertising37%Reddit Ads23%Linkedin Ads20%Yoast SEO17%
Tag managerAnalyticsMarketingAdvertisingSearch visibility

Similar tools in its category

Advertising: 243 tools known, 84 seen in our scans

Prebid125 sitesAlternativeAmazon Advertising108 sitesAlternativeGoogle AdSense101 sitesAlternativetheTradeDesk70 sitesAlternativeCriteo60 sitesAlternativeTaboola58 sitesAlternativeAppNexus54 sitesAlternativePubMatic32 sitesAlternativeMicrosoft Advertising337 sitesUsed togetherLinkedin Ads175 sitesUsed togetherReddit Ads140 sitesUsed togetherTwitter Ads127 sitesUsed together

How websites combine DoubleClick Floodlight with other tools

Relationships found on the websites that use it, from the same map status pages show.

Integrates with another 185Complements another tool 131Needs another tool 52Overlaps with another 18Built on a platform 1

Websites using DoubleClick Floodlight

244 websites use DoubleClick Floodlight: 9.6% of the 2,555 websites we scanned in the last 12 months. A selection is shown below.

Scores are out of 100: P Performance · A Accessibility · B Best practices · S SEO. Green 80+, yellow 65–79, orange 50–64, red below 50. The dot shows whether our last scan found the site failing (red) or not (green); Red, amber or blue: an active incident on the site's status page (outage, degraded, maintenance) or a failing scan; amber also means a certificate ending within 30 days. Hover the dot for details.

Who is behind DoubleClick Floodlight

From its own pages and public records, with sources

Operated by

Google LLC[4]

Questions about DoubleClick Floodlight

What is Floodlight?
The conversion tracking system for the Google Marketing Platform. It acts as a shared data layer across Campaign Manager 360, Display & Video 360 and Search Ads 360.[1]
How does a Floodlight tag work?
A tag on a page such as a thank-you page generates a Floodlight impression, and the system then looks for a matching ad view or click inside the lookback window.[1]
How many websites use DoubleClick Floodlight?
We found DoubleClick Floodlight on 244 of the 2,555 websites we scanned in the last 12 months (9.6%). 232 of them have a public status page.
What is DoubleClick Floodlight often used with?
Among the websites we scan, DoubleClick Floodlight is often found alongside Google Tag Manager (94.7% of its sites), Google Analytics (94.3% of its sites), Linkedin Insight Tag (61.5% of its sites).
What are the alternatives to DoubleClick Floodlight?
Other advertising tools we recognize include Microsoft Advertising, Linkedin Ads, Reddit Ads, Twitter Ads.

Is your website built with DoubleClick Floodlight?

UptimeCard checks it around the clock, tells you the minute it stops answering, and gives your visitors a status page.

Monitor my site freeCreate a status page