This variation between one measuring system and another is caused by certain conditions established by the advertiser when creating the campaign.
Real impressions
Ad Servers count the number of received impressions, regardless of whether they come from the same IP, the frequency of one or another, or other important specifications for the campaign.
Coguan AdShare counts only the impressions in which the Ad Server shows the banner to the user. This happens only when the criteria, fixed by the advertiser when creating the campaign, are fulfilled.
Thus, the only impressions that are considered are those made by IP numbers located in the established geographic zone, considering the frequency limit, etc.
For example, if a certain campaign is limited to Spanish users and a user with an Argentinean IP accesses the webpage, that user will not see the ad. However, Google Analytics will count that impression, while Coguan AdShare’s Ad Server will not. In a similar fashion, if a user views the webpage with more frequency than the one established as the limit by the advertiser, from then on the ad will not be shown nor the impression counted by Coguan AdShare.
Creating an alternative
For these reasons, we at Coguan recommend creating alternatives to what appears in your webpage when the established ad does not appear. You can choose between showing a default banner with a ‘Your Ad here’ text or place a default code, or an alternative one from another platform.
You can read more about increasing the profitability of your webpage and your ad spaces in this article.
