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2 Answers

Delivery Tracking Discrepancy

Asked by: dacarr 477 views User Questions

We’ve got a customer who independently tracked their ad impressions and clicks via DART. Although this wouldn’t normally be a problem, but they are disputing our delivery numbers.

Advert Pro reports that the campaigns were delivered accurately, but DART reports that some banners received clicks, but no impressions, so I’m disputing the DART numbers, since it’s impossible to click on a banner which has not been delivered.

Have you had any experience with this, and what would cause DART to show Zero impressions. DART also reports a total of 58 clicks where Advert Pro reports 53.

Any help clarifying this would be greatly appreciated.

2 Answers



  1. renegade_mike on Feb 19, 2009

    Do you have a %%RANDOM%% or %%TIMESTAMP%% macro in all of the URLs in the DART tags? They should be because DART puts the timestamp one in there by default. If those were removed for any reason though, that would have made DART not track the impressions.

    I have never run into that though. It’s more likely that the banner wasn’t set up properly to track impressions in DART. I have seen that happen a number of times.

    As for the clicks, did you click on the ad when previewing it in the AdvertPRO control panel at all? AdvertPRO does not track impressions or clicks in the preview, but the third-party will track them. I don’t think that can be attributed to the entire click discrepancy though. A few more clicks were probably missed by DART’s robot/spider filter. It has been my experience that their click filtering is not as good as ours, so they always report a few extra clicks and in most cases they report fewer impressions too because our anti-caching methods are a little more effective as well.

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  2. dacarr on Feb 20, 2009

    We did check it in the preview screen and we did see the ad delivering frequently on our site, so I find it hard to believe that their numbers are accurate, especially since they claim only 1 impression was delivered for a run of 90,000.

    I will pass the info about %%RANDOM%% and %%TIMESTAMP%% along to the designer who developed the banners.

    Thanx again

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