Good best practices for floodlights are:
1) you are using DV360 or SA360 and are generating an audience to target or exclude for future initiatives
2) it directly measures a KPI for the client (site visits, downloads, purchases)
3) it's a landing page that we're driving media to
4) it's an action designated as a conversion, like a purchase complete.
A lot of actions on the client's site can and should be measured by site analytics that don't need to be measured by a floodlight. Click to call? Click to email? newsletter signups? how long a site visitor stays on a page?<--all of that can be measured on site analytics. Using the above 4 best practices will help you in making the floodlights and avoiding the challenges of getting them placed/validated.
Floodlights should be created and named for the website, not the campaign initiative.
good example: CM_Sample Client_homepage_Landing Page
bad example: CM_ Sample Client_BT campaign_Landing page <--this floodlight should be named for the actual client page, not the media campaign or initiative!
Floodlights have the ability to capture additional data points via custom variables. Anything captured by custom variables must be 'safe'. ie - not behind a login, not anything considered PII, PHI, PFI.
Floodlights are last touch attribution for PAID MEDIA served or tracked through the ad server.
You will not see a customer journey with a floodlight.
Customer journey can be tracked within the analytics tool.
You will not get multitouch attribution with a floodlight.
You'll need a partner like c3 for MTA. Customer journey can be tracked within the analytics tool.
Do not propose or ask to floodlight things like dwelling on a page, or hovering on a page. That is improper usage of the tech.
When it comes to pixeling of any kind, LESS IS MORE.