How Campaign Manager counts impressions and clicks

The Interactive Advertising Bureau (IAB) has published industry-wide standards for counting impressions and clicks. Campaign Manager uses counting methodologies that are in compliance with the latest version of the IAB guidelines and undergoes regular third-party audits to ensure that accuracy and integrity of its counting and billing processes.

These processes include filtering to ensure that the data presented to you, the customer, is as accurate as possible. The methodologies described below are how Campaign Manager does the initial counting during the ad-serving process; filtering happens afterward. The impression and click counts in Campaign Manager reports show data that has already been filtered.

In many cases, advertisers or publishers also implement their own counting tools. It's normal to have small discrepancies between different counting systems. Learn more about click and impression counting discrepancies

Counting impressions

In general, Campaign Manager counts an impression as part of the ad-serving process.

  1. An Internet user accesses content that contains Campaign Manager ad tags, such as a mobile app or a webpage.

  2. The app or browser sends a request to Campaign Manager for an ad.

  3. Campaign Manager chooses an ad and delivers the creative content.

  4. The creative contains code that will call the Campaign Manager ad server once the creative content has started to download.

  5. Campaign Manager counts an impression (The impression might be filtered as invalid later.)

  6. The Campaign Manager ad server or a third-party server delivers the creative.

Counting clicks

When a user clicks on a Campaign Manager ad:

  1. The app or browser sends a request to the Campaign Manager ad servers.

  2. Campaign Manager receives the request and counts the click. (The click might be filtered as invalid later.)

  3. Campaign Manager sends a redirect back to the user's browser with the click-through URL.

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