The reason you see a higher number of post-click activities than clicks recorded is due to the fact that the counter type of the floodlight tag is set to 'Standard'. This means that DCM will count each visit to this webpage as a separate post-click activity.
Let's imagine a user clicks on the ad and goes to the webpage, we have 1 click and 1 post-click activity. Now let's say this same user goes back to the landing page but through a different medium rather than a DCM ad (through Google, or a bookmark, etc), we will record another post-click activity. This means we will now have 1 click but 2 activities. This is how you can see more post-click activities than clicks.
You can change the counter type to 'Unique' which means that DCM will count only the number of conversions by unique users within a 24-hour period. This means that if a user visits the page multiple times within 24 hours, we will only count one post-click activity. If, however the user visits the webpage again, outside the 24 hours, we will record this as a separate activity.
If you want to ensure that only one post-click activity per browser session is counted, then the advertiser is responsible for dynamically inserting a session ID, typically based on data included in a session cookie served to the user by the advertiser. You can set the tag type to Per Session but you will need to speak with the webmaster about whether this is possible as they will need to implement this at their end.
After making changes in DCM, please remember to send the newly generated tags to the site.
Let's imagine a user clicks on the ad and goes to the webpage, we have 1 click and 1 post-click activity. Now let's say this same user goes back to the landing page but through a different medium rather than a DCM ad (through Google, or a bookmark, etc), we will record another post-click activity. This means we will now have 1 click but 2 activities. This is how you can see more post-click activities than clicks.
You can change the counter type to 'Unique' which means that DCM will count only the number of conversions by unique users within a 24-hour period. This means that if a user visits the page multiple times within 24 hours, we will only count one post-click activity. If, however the user visits the webpage again, outside the 24 hours, we will record this as a separate activity.
If you want to ensure that only one post-click activity per browser session is counted, then the advertiser is responsible for dynamically inserting a session ID, typically based on data included in a session cookie served to the user by the advertiser. You can set the tag type to Per Session but you will need to speak with the webmaster about whether this is possible as they will need to implement this at their end.
After making changes in DCM, please remember to send the newly generated tags to the site.
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