Omniture/DFP discrepancies

Published by: Jay Wright , Cars.com, us

Published on: January 20, 2012

Hello Monsters!

We are seeing a widening gap between our Page View counts (Omniture) and our 1st party impression counts (DFP). Last spring, they were about 95%, but now they are about 75%. Or stated a different way, 1 out of 4 Page Views doesn't have a corresponding ad counted.

If this were random, or smaller, I'd chalk it up to goofy anomalies that are always there. But it's not random at all. The gap has been slowing but steadily growing, and 25% off is way to big to be ignored.

What types of Omniture to DFP ad slot ratios do you think are acceptable? What range of discrepancy is "normal"?

If my 75% figure is out of whack? Do you have any ideas about what could be causing it?

Comments

#1 Al Cox - February 7, 2012

Be sure to look at unique or absolute page view counts. I'm not sure if Omniture has this, but if you have a large percentage of bounce backs this would lead to the growing number of discrepancies from page views to impressions. Also with a faster growth rate theirs a higher likely hood, more bounce backs leading to Omniture counting a page view, but no ads loading and no impression count by DFP. Just an idea...

#2 Kevin LeFew - January 26, 2012

Hi Jay,
Sorry to hear you are seeing discrepancies of this magnitude. It can be really troubling when those measures don't correlate as they should. We have a lot experience in troubleshooting discrepancies for publishers and ad networks. We would love to be able to assist you. Let me know if you would be interested in connecting discussing in more detail.

- Kevin

AdMonsters Professional Services (APS)
klefew@admonsters.com

#3 Jalal Nasir - January 25, 2012

That is alarming. When you say the impression counts, are you including the default ads served in there as well?
Maybe the fill rate is getting lower as your traffic increases?