What can Floodlight tags do within Campaign Manager 360?

Analysis of Correct Answer(s)

Floodlight tags serve two fundamental and powerful purposes within Campaign Manager 360, which are accurately captured in the correct option.

• Measure customer conversion: This is the primary function of a Floodlight tag. It is a piece of code placed on an advertiser's website to track when a user completes a specific, desired action (a conversion), such as making a purchase or filling out a form, after interacting with an ad. This allows advertisers to measure campaign effectiveness and attribute conversions back to specific marketing efforts.
• Create audience lists: When a Floodlight tag fires, it can capture the user's cookie ID and add it to a remarketing or audience list. These lists enable advertisers to retarget users who have previously visited their site or performed certain actions, allowing for more personalized and effective advertising.

Analysis of Incorrect Options

The other options are incorrect because they mistakenly include "create enhanced creatives".

• Floodlight tags are strictly for tracking and audience building. They are implemented on an advertiser's website to gather data.
• The creation of ad units, including enhanced or rich media creatives, is a separate function handled within the Creative section of Campaign Manager 360 or in tools like Google Web Designer. A Floodlight tag has no role in the creative development process.