The diagram above illustrates how click tracking works with a publisher’s ad server, but what if the advertiser wants to track the click as well? Here’s the basic flow of how a click tracker works: How click tracking works in a publisher’s ad server. The ad server returns the click tracker in the ad markup in order to count the click before the visitor is redirected to the final landing page.īelow is an example of a click tracker from the Google Ad Manager ad server: Tracking the number of clicks an ad receives is typically done via a click tracker.Ī click tracker is the URL of the ad server’s redirect service, which counts the click and redirects the visitor to the final landing page of the campaign. Impression tracking: Method 2 Click Tracking Impression tracking: Method 1 Method 2īoth the publisher’s and the advertiser’s ad servers count the impression only when their respective ad servers have received a request for an ad. The first pixel sends a request to the publisher’s ad server, which counts the impression, and the second pixel sends a request to the advertiser’s ad server, which also counts the impression.īoth pixels are sent to their respective ad servers at the same time. The publisher’s ad server includes two 1×1 pixels in the ad markup. There are two main methods of counting an impression in both the publisher’s and advertiser’s ad servers: Method 1 This process of loading other tags or pixels making calls to other platforms is known as piggybacking. a third-party ad server used only for measurement or an ad-verification platform. The ad server can include a number of additional pixels in the ad markup from third-party AdTech platforms in order to count the impression in multiple systems – e.g. Here’s an example of an impression tracker from the Google Ad Manager ad server (formerly DoubleClick For Publishers): This way, the ad impression is counted when the browser loads the creative. The ad server returns a pixel in the ad markup to count the impression when the browser renders the ad markup – as opposed to counting it when the ad server selects the ad – and returns the ad markup to the browser. It’s called an impression tracker (or impression pixel). The most popular method of counting an impression is to serve a 1×1 transparent image that notifies the ad server of an impression. Impression tracking is quite simply tracking the number of impressions each ad receives.Īn impression is counted each time it is displayed to a user.įor example, if a user visits a web page and sees an ad, then reloads the page and sees the exact same ad again, two impressions would be counted. They can also track metrics from video ads, such as plays, completion rates, and average time played. There are a number of areas that AdTech platforms track, including basic metrics like impressions, clicks and conversions, and others like viewability and ad-exposure time. Tracking is an important part of an AdTech platform and is the first step in understanding the performance of an ad campaign and measuring key metrics.Įssentially, tracking involves gathering data about an ad campaign. Impression, Click, and Conversion Tracking Most of the explanations and examples in this chapter illustrate how tracking and reporting works in both a publisher’s and an advertiser’s ad server, but many other platforms like DSPs and SSPs also include these functionalities. In this chapter we’ll take a look at how AdTech platforms collect data so advertisers and publishers can track and view detailed reports about the performance of their campaigns. In the previous chapters of this book, we looked at how advertisers and publishers use AdTech platforms to set up and run campaigns.
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