Why Click through URL appears as not set for display creatives:

Click Through URL dimension with Display creatives would always show as not set; because Display creatives always use multiple click-through, (1+ click Tags and a backup).

For Display creatives (H5 & RM), we should use the Exit URL dimension to get the click through URLs.

There are a few caveats here -
1. The URL will be the URLs defined inside the creative. Any ad-level overrides will be ignored.
2. You must select Event Counter as the reporting metric in order for exit URLs to populate.
3. You may see additional (not set)s with high Event Counters. Keep in mind Event Counters are not exclusively clicks. These Event Counters would cover other Rich Media event types (Counters and Timers).

Exit URL metric compatibility -
A. Impressions and Clicks are not compatible with the Exit URL dimension.
B. Exit URL is compatible with Advertiser, Site, Campaign, Placement, Ad, Creative dimensions.
C. Exit URL doesn't support image creatives yet!

Difference between Comscore and GA data:

Now a days most of the agencies refer Comscore data to monitor the actual traffic, users base on a site which is when compared to site's GA data it does have difference, sometimes the difference can be above 50% too.

When a publisher pitches with their GA numbers with concerns then we generally suggests refer to Comscore data, there are four reason behind this:

Comscore eliminates or ignore the machine generated traffic whereas GA counts all the visits irrespective of bots or real user which will automatically lead to a huge difference.

Comscore only measures people instead of cookies where GA measures the cookie user too.

Also, Comscore eliminates visits that is when people views from multiple browsers and multiple screens (Mobile, desktop, tab etc)

GA uses the real data from your real visitors, it records and collects the anonymous data and provides easy-to-read formats of that traffic information whereas comscore assumes the number based on a pool of poll users that are tracked via plugins,tracking cookies but the guesses are based on the algorithm which is derived after a long research and the final numbers are maximum time same as the actual of the site data

Flat rate cost

I would like to inform you that the cost for Flat Rate is calculated normally until the threshold of the number of booked units just like CPM. So, in order to calculate the flat costs correctly, we recommend to enter 1 in the units field and then the cost of the placement you have agreed under 'cost' and select 'cap cost'. In this way, if one impression is served, the cost will be reached and thus you will pay the fixed amount. The real purpose of the Flat Rate would be to have an absolutely fixed
cost regardless of the impressions, and at this moment it can be achieved in DCM inputting Flat Rate cost with just 1 unit.

What's the process to have 3PAS Ad Tags / 1x1 pixels implemented?

You can use the 3PAS implementation request form to send the request directly to our implementation team. The form has an option to attach mapping instructions/tag sheets and also contains an optional field to CC Account Manager(s). If you have a request for multiple AdWords Customer IDs or Campaigns, feel free to set up an Excel sheet with clear instructions and our team will handle this in one request. In a nutshell, once our implementation team receives a request, they will process it within 24 hours and either confirm implementation or report possible issues with the implementation.

The form is also used to have DoubleClick Campaign Manager (DCM) 1x1 Pixels and Ad Tags implemented.

What is 3rd Party Ad serving?

Third Party Ad Serving allows advertisers to traffic, track and report on ad campaigns across multiple publishers in one single interface. Advertisers are responsible for paying any additional serving fees associated with using 3rd party ad serving. A distinction is made between Third Party pixels and Third Party Ad Tags:


Pixel: An image that is 1 pixel wide by 1 pixel high that is placed on site-served creatives used for tracking purposes. It is most commonly used to track impressions but it can track other events, such as Views and Skips in TrueView ads. Common ways to address pixels are: 1x1, pixel, beacon, tracker.

Ad Tag: A small piece of HTML or JavaScript code that allows Google to request that an ad server serve an advertiser’s creative entirely when called. When implemented in AdWords, this results in the “Third Party Ad” type. The main difference between this and AdWords-created (site-served) ads is that ad will be hosted, served and reported by a third party rather than the AdWords system which opens us up to serving several new and exciting ad formats.

Real Time Bidding

This is a mechanism which helps to buy the inventory. It helps to bid each impression and bid as per the audience is selected. RTB can be considered as middle ware for DSP and SSP. The functions of the RTB as per the command passed through the DSP using by advertiser.

Real-Time Bidding protocol allows buyers to evaluate every impression in real time, then decide whether or not to bid, and what creative to deliver to the end user.

A real-time bidding pre-targeting campaign dictates the number of real-time bid requests a buyer will get.

Demand Site Platforms

It's a platform which provides advertisers ample advantages to buy inventory. Also, it helps to obtain access to multiple RTB exchanges through a single interface. It helps to purchase audiences (Collected from behavioral data, cookies and data exchanges) rather than specific websites. DSP is an interface which is generally used by Advertiser.

Additionally, DSP enables global ad frequency capping across the exchanges which improves campaign efficiency and user experience.

Who is Advertiser and Who is Publisher

Advertiser: Who generally spends their budget to display their advertise. They usually controls actual Product of service which is being advertised as they have the commands on it. They are also known as retailer or merchant. They can make revenue by Return on Investment by selling the advertising product.

Publisher: publishers are those people who earn revenue for showing ads on their website. Publishers advertises the actual product or services and drives the user to advertisers page to fill out the form or make purchase of the product. They earn revenue by publishing the advertisement.