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What is an acceptable discrepancy between clicks on an ad and reported landing page visits, both reported by the ad server?

  • I get that 3rd party data (e.g., Google Analytics) will never match ad server data, but we are seeing a large discrepancy (in some cases well over 50%) between clicks and visits in the ad server data itself. The ad server is telling us this is due to the fact that they don't dedupe clicks and many people inadvertantly double-click on an ad. Any other answers/observations out there? Thanks

  • Answer:

    This answer is based on the tracking for mobile advertising, but generally we take a discrepancy rate of around 10% between the data on our mobile tracking platform and the data supplied by adservers and the advertising network. This seems to be pretty much a standard figure in the mobile trafficking world, and I would imagine web traffickers would use a similar rate.

Kate Harries at Quora Visit the source

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Other answers

“In the ad server data itself” makes this a little tricky, but let me share my understanding of how what you are seeing could be. All clicks will be counted by the ad server, no matter what.  The # of views of the landing page will be aggregated based on the “window” set within DBCK or Atlas for counting.  For example, perhaps “window” is set to count visits by an individual once per 24 hour period.  If someone clicked twice and visited each time within a 24 hour period, the ad server would count 2 clicks and 1 visit.

Paul A. Pereira

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