A single Floodlight tracking element used to track any action (such as a click, download, lead, or sale) performed by a user in an advertiser's app or website after that user has clicked on or seen the advertiser's ad.

The time at which a user performed an activity that resulted in a conversion (dependent on your account time zone).

The ID associated with an activity.

A commercial message that's delivered to a user. In Campaign Manager 360, an ad generally contains one or more creatives and is where you set the run dates and targeting criteria. To run, an ad must be assigned to a placement.

The ID associated with an ad.

The type of ad, which can include:

• Standard
• Interstitial
• Static click tracker
• Dynamic click tracker
• Tracking
• In-Stream video
• Search Ads 360
• Search Ads 360 affiliate
• Search Ads 360 paid inclusion
• Search Ads 360 product feeds
• Natural Search
• Default
• Interstitial default
• In-Stream default

An organization that creates and distributes a commercial message. In Campaign Manager 360, each campaign is associated with an advertiser.

The ID associated with an advertiser.

For cross-device conversions, the connection type to which the ad attributed with the conversion was delivered (mobile carrier or broadband/Wi-Fi/other.).

For cross-device conversions, the platform to which the ad attributed with the conversion was delivered (desktop, tablet, mobile high-end: smartphone, or mobile mid-range: feature phone, or connected TV).

If a video ad was played with audio on at the end of the video.

If a video ad was played with audio on at the start of the video with volume greater than 0% of the maximum volume.

The end date of a campaign.

The ID associated with a campaign.

The start date of a campaign.

Shows which channels (for example, display, mobile, Rich Media, or click tracker) were part of the conversion path, broken down by individual channel.

An urban area, used for targeting and geographic reporting.

The name of a companion creative, which appears alongside a primary in-stream video or VPAID creative.

The ID associated with a companion creative.

The pixel size of a companion creative, in WIDTHxHEIGHT format.

The Internet connection type over which the ad was served. Either mobile carrier or broadband/Wi-Fi/other.

A grouping of placements for reporting purposes. Content categories are typically used to organize placements according to the contents of their associated webpages.

An ID that is used to disambiguate which path a given interaction belongs to.

The URL portion of the Floodlight tag. It includes everything that comes after ad.doubleclick.net/activity;.

For example:

src=3528935;type=frida880;cat=ire;qty=1;cost=99.99;ord=123456789

where:

src

Identifies the advertiser that is the source of the Floodlight activity. The value of the src= key is the advertiser ID.

type
The group tag string, which identifies the activity group with which the Floodlight activity is associated in Campaign Manager. (The activity group is used for reporting purposes.) You can set your own value for the group tag string or use the default value. The default group tag string is based on the first five letters of the activity group name, plus a string of three random alphanumeric characters, underscores, and dashes. (If the activity group name has fewer than five characters, extra letters are appended before the alphanumeric characters so that there are still eight characters.)

cat
The activity tag string, which identifies the Floodlight activity. You can set your own value for the activity tag string or use the default value. The default activity tag string is based on the first five letters of the activity name, plus a string of three random alphanumeric characters, underscores, and dashes. (If the activity group name has fewer than five characters, extra letters are appended before the alphanumeric characters so that there are still eight characters.)

qty
How this parameter is used depends on the counting method you're using for the sales activity.

• If you're counting transactions, the parameter is qty=1.

• If you're counting items sold, the parameter is qty=[Quantity], and the advertiser is responsible for dynamically inserting the number of items sold as part of each purchase.

cost
The amount of revenue generated by the transaction. The advertiser is responsible for dynamically inserting the value of each purchase. The value should be inserted as a number, without commas or currency symbols.

ord
To enable Campaign Manager to count each visit to the Floodlight-enabled webpage as a separate activity, the advertiser is responsible for dynamically inserting a unique string as the value of the ord= parameter each time the Floodlight-enabled webpage is accessed.

Rich Media custom events that are used to track the number of times a given action is taken. Actions can include mouse-overs, clicks, video plays, and other types of user interaction.

A geographical area, used for targeting and geographic reporting.

The media package that's delivered to users to convey your advertising message. Generally, each creative consists of at least one asset, such as an image file, as well as additional information, such as a name for the creative. For rich media creatives, assets can include HTML files and files of other types. Typically, these creatives also include a backup image file that can be delivered to browsers that can't load the rich media content.

The date when an assigned creative stops being served as part of an ad. By default, creatives end on the same date as the ads they're part of.

A label that you can define and apply to creatives. You can add creative fields to your organize your data and better understand how creatives are performing.

The list of creative groups included in Creative Groups 1 for an advertiser. Creative groups are categorized into either Creative Groups 1 or Creative Groups 2.

Creative groups are sets of user-created labels used to group creatives for reporting purposes. Creative groups are shared by all campaigns for an advertiser. Up to two creative groups can be assigned to each creative in an ad, one from Creative Groups 1 and one from Creative Groups 2.

The list of creative groups included in Creative Groups 2 for an advertiser. Creative groups are categorized into either Creative Groups 1 or Creative Groups 2.

Creative groups are sets of user-created labels used to group creatives for reporting purposes. Creative groups are shared by all campaigns for an advertiser. Up to two creative groups can be assigned to each creative in an ad, one from Creative Groups 1 and one from Creative Groups 2.

The ID associated with a creative.

The start date when an assigned creative can be served as part of an ad. By default, creatives start on the same date as the ads they're part of.

The type of creative that was delivered, such as Display, In-stream video, rich media, and so on.

An internal identifier that helps you keep track of multiple versions of a creative. If you upload a new asset to an existing creative, the version is increased by one. You can also manually increase the version.

Use Custom Floodlight Variables to create reporting data that is tailored to your unique business needs. Custom Floodlight Variables use the keys u1=, u2=, and so on, and can take any values that you choose to pass to them. You can use them to track virtually any type of data that you collect about your users, such as the genre of movie that a user purchases, the country to which the item is shipped, and so on.

Learn more about Custom Floodlight Variables

Studio allows you to add custom variables to Rich Media creatives, like tracking for impressions or click counts against a custom reporting label that you’ve specified. You can then track user interactions for these values.

The date when the reported events took place.

The number of days between the attributed ad (the ad that receives credit for the conversion) in the path and the conversion.

The number of days between the first ad in the path and the conversion.

DBM Advertiser
The name of the Display & Video 360 advertiser.

DBM Advertiser ID
The unique ID of the Display & Video 360 advertiser.

DBM Insertion Order
The name of the Display & Video 360 insertion order.

DBM Insertion Order ID
The unique ID of the Display & Video 360 insertion order.

DBM Line Item
The name of the Display & Video 360 line item.

DBM Line Item ID
The unique ID of the Display & Video 360 line item.

DBM Partner
The name of the Display & Video 360 partner.

DBM Partner ID
The unique ID of the Display & Video 360 partner.

DBM Site
The name of the Display & Video 360 site.

DBM Site ID
The unique ID of the Display & Video 360 site.

These dimensions will only be displayed to users of both Campaign Manager and Display & Video 360.  Campaign Manager users can only report on Display & Video 360 partners and advertisers that they have access to in Display & Video 360. Also, If Display & Video 360 dimensions are added, your report is filtered to only rows that contain Display & Video 360 data.

For verification reports on content classification, the domain for which content classification is shown.

Describes the set of dynamic data in a creative. For example, a dynamic profile could define dynamic elements such as "Headline" and "Call to Action." Each dynamic creative is associated with one dynamic profile.

The unique ID associated with the dynamic profile.

Where impressions and clicks occurred. For example: "web," (in a browser) "app," (in an app) or "not set" (when environment can't be determined).

Also see: Platform type.

A data structure that contains the various possible values for a changing component of a dynamic creative. For example, a feed could determine all the possible products available to show in a dynamic creative. A feed for "Product" might look like the following table:

Additional dimensions that you select in Studio for reporting purposes. The reporting output will include the names and values of these additional dimensions. For example, for a "Product" feed, you might select a dimension called "Product Category" in the report.

One of the possible options in a feed. For example, for a feed "Background Color," one feed reporting label could be "Blue."

The unique ID associated with the feed.

The planned cost for each pricing flight in a given placement, based on the pricing information you enter in Campaign Manager 360.

The end date of a campaign, specified when you created it in Campaign Manager 360.

The start date of a campaign, specified when you created it in Campaign Manager 360.

The interaction that receives the credit for a conversion. It's generally the most recent click, or if there's no click, the most recent impression.

The type of interaction that occurred and led to a conversion (either click-through, view-through, or unattributed).

An ID that identifies the advertiser that's the parent in the Floodlight setup. If an advertiser uses its own Floodlight configuration, the ID is the same as the advertiser ID. If an advertiser uses another advertiser's Floodlight configuration, the ID is the same as the parent advertiser's ID.

In Floodlight reports, shows whether the associated dimensions in the row (campaign, creative, etc.) have a recorded Rich Media event or feature of the type selected (TRUE if it does, FALSE if it doesn't):

• Has Backup Image
• Has Counters
• Has Dynamic Impressions
• Has Exits
• Has Expansions
• Has Full-Screen Impressions
• Has Full-Screen Video Completions
• Has Full-Screen Video Plays
• Has Full-Screen Views
• Has HTML5 Impressions
• Has Interactive Impressions
• Has Manual Closes
• Has Timers
• Has Video Companion Clicks
• Has Video Completions
• Has Video First Quartile Completions
• Has Video Full-Screen
• Has Video Interactions
• Has Video Midpoints
• Has Video Mutes
• Has Video Pauses
• Has Video Plays
• Has Video Replays
• Has Video Skips
• Has Video Stops
• Has Video Third Quartile Completions
• Has Video True Views
• Has Video Unmutes
• Has Video Views

The hour of day.

The number of hours between the attributed ad (the ad that receives credit for the conversion) in the path and the conversion.

The number of hours between the first ad in the path and the conversion.

Shows the channel associated with this interaction. Can be image, Rich Media, click tracker, and so on. This field is similar to ‘Exposure type’ in E2C reports.

The timestamp for each individual interaction that led to a conversion (dependent on your account time zone).

The order in which the interaction occurred, in order of most to least recent interaction before the conversion activity. For example, if the conversion occurred at noon, the list of activities leading to the conversion could be numbered 1) 11:55 am, 2) 11:30 am, 3) 9:00 am, 4) previous day, and so on.

Interaction #1 is not necessarily the attributed interaction. For example, let’s say that Interaction #1 was an impression, and your other interactions were clicks. In this case, the conversion would be attributed to the most recent click instead.

Can be either click or impression. Includes clicks on click trackers. This field is similar to ‘Exposure type’ in E2C reports.

The carrier that provides data service on the user’s mobile device.

The month of the year.

The value of the num= parameter in a Floodlight activity tag. For counter activity tags that count unique users within a 24-hour period, the value is a random number. Otherwise, the num= parameter isn't used.

The computer operating system to which an ad was served. Note that mobile platforms are listed with browser types.

Possible operating systems are:

• Windows (Windows)
• Macintosh (Macintosh)
• Unix, Linux (Android)
• Unknown OS (iOS)
• Roku

The version number of the operating system to which an ad was served (mobile only).

The value of the ord= parameter in a Floodlight activity tag. For counter tags, the value can be a random number, 1, or a session ID, depending on how the tag is set up. For sales tags, the value is an order ID.

Groups of placements that share schedule and pricing information and are associated with the same site.

• A package can be used for any group of placements. Reports show the sum total of impressions served to all of the placements in the package.

• A roadblock is typically a group of placements on one webpage. In most cases, a roadblock arrangement is meant to ensure that only one campaign is displayed at any given time on that webpage. The grouping of placements serves as a "roadblock" to prevent ads from other campaigns from being served.

The ID associated with a package or roadblock.

The placement strategy assigned to a package or roadblock. For an individual placement that's part of a roadblock, it can be useful to view both the placement strategy and the package/roadblock strategy.

The total number of units (impressions, clicks, etc.) that have been booked for all placements within the package or roadblock.

Booked units ignore flights, so you will see the total value across all flights. Placement total booked units will be “(not set)” if the placement is part of a group, and package/roadblock total booked units will be “(not set)” if a placement isn’t part of a group.

For example:

The total booked units for this placement would be 910 (310 + 600), independent of the date range of the report or dates when the placement ran.

For a package or roadblock, the number of package/roadblock total booked units is 910 and placement total booked units is “(not set)”. For placements that aren’t part of a group, the number of placement total booked units is 910 and package/roadblock booked units is “(not set)”.

The name of a Search Ads 360 ad. You can optionally add a name when you create or edit an ad in Search Ads 360. (The ad name is not part of the actual ad.)

The name of a Search Ads 360 ad group.

The ID associated with a Search Ads 360 ad group.

The ID associated with a Search Ads 360 ad.

The name of a Search Ads 360 advertiser.

The ID associated with a Search Ads 360 advertiser.

The name of a Search Ads 360 agency.

The ID associated with a Search Ads 360 agency.

The name of the Search Ads 360 bid strategy that is managing bids for a keyword, ad group, or campaign.

In Search Ads 360, bid strategies can be applied to a campaign and then inherited by all ad groups and keywords in the campaign. Any individual ad group or keyword can override the campaign's setting by specifying its own bid strategy. If you include both "paid search keyword" and "paid search campaign" as dimensions in a report, the "paid search bid strategy dimension" displays the bid strategy that's in effect for the keyword. Likewise, if you only include the "paid search campaign" dimension, the "paid search bid strategy" dimension will be empty unless a bid strategy has been applied to the campaign.

The ID associated with a Search Ads 360 bid strategy.

The name of a Search Ads 360 campaign.

The ID of a Search Ads 360 campaign.

The name of a Search Ads 360 engine account.

The ID associated with a Search Ads 360 engine account.

The text of a Search Ads 360 keyword.

The ID associated with a Search Ads 360 keyword.

The name of a label created in Search Ads 360.

The landing page URL for a Search Ads 360 keyword.

The short-form ID for a Search Ads 360 keyword. The short form contains the last digits of the full Search Ads 360 keyword ID that are not preceded by zeros.

The type of search query that the Search Ads 360 keyword matches:

• Broad: The ad appears when terms in your keyword appear, in any order, in a consumer's search query.

• Phrase: The ad appears when consumers search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order.

• Exact: The search query must exactly match the keyword.

The number of times a user has seen or clicked on your ads before converting. An impression followed by a click is counted as two separate interactions. Clicks on click trackers and Search Ads 360 ads are also counted as interactions.

Identifies whether the placement where an ad was served is advertiser-paid or publisher-paid.

Shows the rendering environments that a placement is compatible with. Different creatives render in different ways: some need a video player and some work in a few environments but not all. Placement compatibility is determined by the kind of site/app the placement is on and the creatives that are assigned to render there.

Here's a list of compatibilities in Campaign Manager 360:

• Display: can appear in an app or on a webpage.
• Display interstitial: can appear full-screen within a mobile app or on a webpage.
• In-stream: can appear in a video player.

Note: If you’re looking at a report that contains the placement compatibility dimension, it may show old compatibility values of in-page and in-app, even for new placements with display compatibility.

The pricing model specified for a placement:

• CPM (cost per thousand impressions)
• vCPM - Active View (cost per thousand viewable impressions - Active View)
• CPC (cost per click)
• CPA (cost per activity, which means the cost per conversion)
• Flat Rate - Impressions (the advertiser is charged a flat rate for a fixed number of impressions)
• Flat Rate - Clicks (the advertiser is charged a flat rate for a fixed number of clicks)

A placement's cost depends on the rate and the cost structure.

The date after which a placement stops showing ads.

The ID associated with a placement.

The rate at which the advertiser is charged for a placement, as entered in the placement properties. A placement's cost depends on the rate and the cost structure. You must book at least one unit per placement and include a cost structure in order to report on its placement rate.

For placements with a flat rate cost structure, the placement rate is the sum of costs for all flights. For CPM/vCPM - Active View/CPC/CPA cost structures, the placement rate is calculated as follows:

Placement rate = Sum of costs for all flights / (Sum of units for all flights / 1000)

The date on which a placement starts showing ads.

A grouping of placements for reporting purposes. Strategies are typically the approaches that marketing used for each placement.

The total number of units (impressions, clicks, etc.) booked for a placement.

Booked units ignore flights, so you will see the total value across all flights. Placement total booked units will be “(not set)” if the placement is part of a group, and package/roadblock total booked units will be “(not set)” if a placement isn’t part of a group.

For example:

The total booked units for this placement would be 910 (310 + 600), independent of the date range of the report or dates when the placement ran.

For a package or roadblock, the number of package/roadblock total booked units is 910 and placement total booked units is “(not set)”. For placements that aren’t part of a group, the number of placement total booked units is 910 and package/roadblock booked units is “(not set)”.

The type of event that initiated video playback, or "unspecified" if the event is unknown. 

Possible autoplay values include:

• Page load with sound on
• Page load with sound off by default
• Mouse-over with sound on
• Entering viewport with sound on
• Entering viewport with sound off by default

Possible click to play values include:

• Click with sound on

Publishers must include the dc_vpm parameter in placement tags for data to populate in this dimension.

Indicates whether an ad appeared on a page that was purchased or organic traffic. Possible values include:

• Undefined: value not set by the publisher.
• Organic: Direct URL entry, site search, or app download.
• Purchased: Traffic redirected from properties other than owned.

If you override the lookback window in a report or change the maximum gap between interactions, this may change which interaction receives credit for the conversion. This is a separate field from the regular “Floodlight attribution interaction,” so make sure to include that dimension in your report as well if you want to see the results of your changes.

If you override the lookback window in a report or change the maximum gap between interactions, the attributed interaction and therefore the interaction type may change as well. This is a separate field from the regular “Floodlight attribution type,” so make sure to include that dimension in your report as well if you want to see the results of your changes.

The attribution type may be either click-through, view-through, or unattributed.

An ID that corresponds directly to a creative ID and can be used for debugging purposes. Click trackers don't have rendering IDs; the value is 0.

A representation in your Campaign Manager 360 account of a website, part of a website, or group of websites from which an advertiser or agency has purchased ad space. Each Campaign Manager 360 site is associated with a site in Site Directory. 

A site within Site Directory, a comprehensive list of websites that accept display advertising, maintained by Google. Each Campaign Manager 360 site is associated with a site in Site Directory.

The ID associated with a Campaign Manager 360 site. Each site ID is associated with a site in Site Directory.

The ID associated with a site in Site Directory.

A unique identifier that's included in the Campaign Manager 360 tags of placements associated with a given site.

A United States state or Canadian territory.

There are 65 states and geographic regions available for geo-targeting. These regions represent all 50 states, the District of Columbia, 13 Canadian provinces and territories, and a "not set" item for regions outside the US and Canada.

The value of the tran= value, if one is included in Floodlight activity tags.

The value of the u= value, if one is included in Floodlight activity tags.

A unique identifying code for an advertising asset, part of a system maintained by the American Association of Advertising Agencies (4A's).

Publishers must include the dc_vconp parameter in placement tags for data to populate in this dimension.

The day of the week.

United States ZIP codes and Canadian postal codes.