Which Floodlight feature makes it possible to measure specific elements on a webpage at the time of a conversion event?

Analysis of Correct Answer(s)

• Custom variable is the correct term for the Floodlight feature that captures dynamic data from a webpage during a conversion.
• These variables, often referred to as u-variables (e.g., u1=, u2=), are key-value pairs that you embed within a Floodlight tag.
• They allow advertisers to pass specific information, such as product SKUs, order values, or customer types, from their website into Campaign Manager 360 reports. This enriches conversion data beyond just counting the event itself.

Analysis of Incorrect Options

• Custom dimension: This is a feature primarily associated with Google Analytics, not Campaign Manager 360's Floodlight. While the concept is similar, the terminology is platform-specific.
• Custom attribute: This term is more commonly used for defining user characteristics in audience lists or within other marketing platforms. It is not the specific name for the Floodlight feature that captures data at the time of an event.
• Custom parameter: This is a generic term. While custom variables are passed as parameters in the tag's URL, Custom variable is the official and precise name for this specific feature within the Floodlight framework. The exam requires you to know the correct terminology.