The goal here is to ensure that call conversions are tracked accurately, de-duplicated, and attributed correctly across both platforms.
Here's how to structure it for accurate + de-duplicated call tracking:
1. Use the Same Floodlight Activity Across CM360 & SA360
- Create a Floodlight activity in CM360 (type = “Counter” or “Action” depending on your conversion goal).
- Ensure that SA360 is synced with the same Floodlight configuration so both platforms recognize the same conversion.
2. Send Calls as Offline Conversions with GCLID / GCLAW / GBRAID
- Your call tracking platform should capture GCLID (from Google Ads) or DCID (DoubleClick click ID).
- Match those IDs back to the user and push conversion data via:
- Offline conversion upload in SA360, OR
- Floodlight API if you're pushing directly into CM360.
Important: Make sure the same conversion event isn't being counted both online (via JavaScript on page) and offline (via upload or server postback).
3. Use Custom Floodlight Variables (U-Variables)
Use custom variables (u1, u2, etc.) in the Floodlight tag to pass through call-related metadata like:
- Call duration
- Outcome (lead vs. no lead)
- Call intent or department
These can later be used to segment reporting or refine audience targeting.
4. Enable Floodlight De-duplication Settings
In CM360, when setting up the Floodlight activity, enable the “Count each conversion once per click” option (or a similar rule).
If you’re uploading offline conversions, ensure the Conversion ID (GCLID or equivalent) and timestamp are precise to help Google deduplicate them from any on-site events.
Bonus Tip:
If you’re using multiple platforms (e.g., Google Ads, SA360, CM360, call tracking), it’s crucial to map all user journeys via consistent IDs—typically the GCLID or Google Click ID. Set a max lookback window and avoid pushing the same conversion across multiple pipelines unless explicitly separated (like "call lead" vs. "form fill").
