Conversion actions help measure how well your ads support your business goals. They can help you understand what people do after interacting with your ads – if they make a purchase, submit a form, or take another action that you care about.
To create a Floodlight conversion action, do the following:
- Sign in to your Search Ads 360 experience.
- Navigate to a sub-manager account.
- From the page menu, under “Tools & settings”, click Conversions.
- Click Summary.
- On the Conversion actions tab, click the plus button
to create a new conversion action.
- In the “Conversion source” section of the “Measure your conversions” page, click the Floodlight box.
- In the “Conversion goal” section, choose your conversion goal (the conversion actions you want to track) from the dropdown:
- Sales categories
- Purchase
- Add to cart
- Begin checkout
- Subscribe
- Leads categories
- Qualified Lead
- Converted Lead
- Contact
- Submit lead form
- Book appointment
- Sign-up
- Request quote
- Get directions
- Outbound click
- More categories
- Other
- Sales categories
- Click Continue.
- On the “Create a Floodlight conversion action” page, enter a name for your conversion action and review and/or edit (where applicable) the settings. (See settings information in the table below)
- Click Create and continue.
- On the “Now, install the Floodlight tag” page, select how you want to set up your tag:
- Install the tag yourself (add the tag to your website code)
- Note the instructions and choose HTML or AMP in the See code for dropdown.
- Select the appropriate Google tag option.
- Follow the instructions in the Event snippet section.
- Use Google Tag Manager
- Note the instructions for what you’ll need when installing the tag using Google Tag Manager.
- Install the tag yourself (add the tag to your website code)
- Click Next.
- The “What’s next” page will confirm that your conversion action has been set up. You’ll see the next steps to take as well as ways to make sure your tag is working.
- Click Done.
Floodlight conversion action settings
The following settings are available when you create a new Floodlight conversion action.
| Conversion setting | Description |
| Conversion value |
Sales: The conversion value is automatically set, based on what you input as your conversion goal. If you choose sales as your goal, you’ll need to set up the Floodlight tag to record transaction-specific values. Note: Use only one currency per floodlight tag. Combining multiple currencies can lead to discrepancies in modeled conversions. Other: If you set your goals for lead generation or other non-sales objectives, the conversion value will always be set to $0. However, you can choose to assign another conversion value to your objectives. Note: In both instances, you’ll be able to view but unable to edit the conversion value from Search Ads 360. |
| Count | The way your conversions are counted after an interaction. Learn more about counting conversions. |
| Include in "Conversions" | Specifies that these conversions are included in the "Conversions" and "Conversions" value" columns. Learn more about the Include in "Conversions" setting. |
| Attribution model | Determines how much credit each ad interaction gets for your conversions. Learn more about attribution models. |
| (Optional) Expected URL | The URL where you'll install the event snippet. |
| (Optional) Floodlight activity group | Activity groups organize conversion actions in Campaign Manager 360. Leave this field blank to use the default based on conversion goal. You can only create Floodlight activity groups in Campaign Manager 360. Learn more about creating Floodlight activity groups. |