Click tracking and impression tracking

Many advertisers and agencies use a third-party company, such as Adform or DoubleClick, to deliver and monitor impressions and clicks from their advertising material.

Pre-roll, mid-roll, post-roll, and overlay

To do tracking, the ad supplier must deliver both the actual ad creatives and links, one for impressions and one for clicks.

Click tracking

When creating a new ad, simply add the click link as the destination URL. The click goes to the third-party service first and then gets redirected to the final destination page, for example

Note: The destination page does not need to be a part of the third-party tracking link with all services.

Impression tracking

When creating a new ad, impression tracking requires you to add the impression link in the External Tracking field. You find this option at the bottom of the "Add new ad for goal" page. When the campaign is running, the impression tracker inside Pulse notifies the third-party service by silently doing a call to the link every time the ad is being loaded. For more information on external tracking, see Upload or assign creative and Global tracking.

Companion ads

To do tracking, the ad supplier must deliver a complete third-party loading code containing the banner and click tracking. Impression tracking is automatically built in as the ad is loaded from the third-party server.

Example from DoubleClick

<SCRIPT language='JavaScript1.1' src=";sz=300x250;click=[clickurl];ord=[timestamp]?"></SCRIPT>
<A HREF="[clickurl];sz=300x250;ord=[timestamp]?">
<IMG src=";sz=300x250;ord=[timestamp]?" BORDER=0 WIDTH=300 HEIGHT=250 ALT="Click Here">

For more details on customizing your code template when booking a third-party companion ad from Adform, see Customizing companion code template.

Important notes

  • You need to modify the links and ad tags before using them

    Not all links and third-party companion tags supplied to you by third-party services work right out of the box, therefore you need to modify them with cache busting variables. This creates a unique URL every time a user sees the ad and it keeps their web browser from caching the ad, which would not be counting impressions.

    Links to impression counters might contain text like Insert_Time_Date_Stamp_Here, Random_Number_Here, Insert_Click_URL_Here, or similar. Here you need to add the following variables instead:
    • ${random}: replaced with a unique number
    • ${timestamp}: replaced with a time and date stamp
    • ${clickurl}: replaced with unique click tracking
  • clickTAG does not work on overlays

    Traditional banners built in Flash use a variable called clickTAG to dynamically insert a link to the destination page for clicking the banner. That does not work for any Flash based banner in Pulse.

    You always need to enter the destination link in Pulse. It is then attached to the overlay without using clickTAG technology.

  • Discrepancies in data between third-party service and Pulse

    There are always discrepancies between statistics counted by a primary ad server and a third-party ad service. It comes from a number of different reasons. Traditional banner ad servers generally accept up to 10% discrepancy in either party's favour. For more information, see Discrepancies between Pulse and third-party data.