When to floodlight

When to floodlight

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

3) it's a landing page that we're driving media to

4) it's an action designated as a conversion


A lot of things can be measured by site analytics that don't need to be measured by a floodlight.  Click to call? Click to email? newsletter signups? <--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 headaches of getting them placed/validated


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.  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.

LESS IS MORE.

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