An advertiser wants to future-proof their measurement and gain click-through conversion data for opted-in users. Which tagging implementation is required for enhanced attribution?
- Image tags
- Google tag (gtag.js)
- Iframe tags
- VAST tags
Explanation
For enhanced attribution, Google requires the Google tag implementation, specifically gtag.js, for Floodlight measurement. Google states that using the Google tag improves conversion measurement and that if iframe or image tags are used instead, Google Marketing Platform cannot observe all conversions. The Display & Video 360 documentation also explicitly says to enable Enhanced attribution when setting up the Floodlight configuration to get improved conversion tracking benefits. That is why gtag.js is the required tagging method when the goal is stronger click-through conversion measurement for opted-in users. Google Help+1
Why the other options are incorrect
VAST tags are video ad-serving tags and are not the required Floodlight implementation for enhanced attribution. Google Help+1
Iframe tags do not support full conversion observation in the same way as the Google tag, so they are not the required setup for enhanced attribution. Google Help+1
Image tags also do not allow Google Marketing Platform to observe all conversions, so they do not meet the implementation requirement for enhanced attribution. Google Help+1
Source for verification
Use the Google tag — Display & Video 360 Help Google Help
Use the Google tag for Floodlight activities — Campaign Manager 360 Help Google Help