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Vendor reference · Advertising

DoubleClick and Floodlight

Google's doubleclick.net ad-serving and measurement domain, including Campaign Manager 360 Floodlight conversion tags.

DoubleClick and Floodlight at a glance

Company
Google
Category
Advertising
Tag script
https://www.googletagmanager.com/gtag/js?id=DC-XXXXXXX
Sends data to
ad.doubleclick.net *.fls.doubleclick.net
JavaScript object
gtag dataLayer
Cookies
2 attributed to DoubleClick and Floodlight in the TagPipes Vendor Registry
Network requests
Floodlight activity

What DoubleClick and Floodlight is

doubleclick.net is the domain behind Google Marketing Platform ad serving and measurement. Advertising cookies such as IDE are set on it, and it receives requests whenever a Google ad or measurement tag loads from it.

Floodlight is the conversion tag system of Campaign Manager 360. A Floodlight tag records a site activity, such as a sale or a signup, and attributes it to ads served through Google's marketing platform.

What marketers use it for

Advertisers and agencies use Floodlight to count conversions and sales across Campaign Manager 360, Display and Video 360 and Search Ads 360, with counting methods and custom variables such as u1 and u2.

How to recognize DoubleClick and Floodlight on a site

  1. Open the site in Chrome, open DevTools (F12, or Cmd+Option+I on a Mac) and go to the Network tab.
  2. Reload the page and type doubleclick.net into the filter box. Floodlight activity hits go to ad.doubleclick.net/ddm/activity, with the Floodlight configuration ID in src=.
  3. In Application, then Cookies, look for IDE, test_cookie. Some cookies only appear after a consent choice or a specific action.

Cookies associated with DoubleClick and Floodlight

Network requests

What TagPipes observed

11%

of sites scanned had DoubleClick and Floodlight detected

TagPipes scanned 41,162 public websites between August 11, 2026 and September 13, 2026, loading up to three pages per site in a real browser as a first-time visitor, and matched what loaded against the TagPipes Vendor Registry. That is how TagPipes recognizes DoubleClick and Floodlight: by the hosts its tag loads from and the cookies attributed to it.

Observed TagPipes scan data, not a figure published by Google. Websites of TagPipes customers are excluded and no individual site is named. Snapshot dated September 13, 2026.

Sources

What it is, what it is used for, and its scripts, hosts and JavaScript objects were checked against the vendor documentation above on . The detection rate is TagPipes scan data from September 13, 2026, not a value published by the vendor. Browse all vendors.

Know when a tag stops firing

TagPipes Auditor checks with real browsers that your marketing pixels fire with the right parameters, and alerts you when tracking breaks. Pulse checks how marketing tags behave against your consent banner.

See Auditor See Pulse

TagPipes monitors, configures and reports. It does not determine legal compliance and does not provide legal advice. Output is informational and reflects observed state at the time of observation. Rawsoft's expertise is technology, not law; please confirm any regulatory interpretation with your own counsel.