What does this mean?
It means that Split Funnel tracking pixel did not track any impressions for the creative on the indicated date, but the 3PAS report reported impressions for the creative-placement on the date.
What causes the issue and how to address it?
Determine the root cause by sequentially reviewing the possible causes below:
Case #1: The tracking pixel was deployed across this activity but the type of placement (DCM’s Tracking Ads, for example) does not support third-party tracking [Common]
- How to identify if this is the issue?
- Open the most recently ingested DCM impression report and locate an affected placement-creative row from the “Last Updated” date.
- Is the value of “Placement Tag Type” field “Standard” or “Tracking ad impression (image)”? If so, then this is likely the root cause.
Case #2: The tracking pixel was mistakenly not deployed across this activity [Uncommon]
- How to identify if this is the issue? Did you intend to track the affected activity? If so, this is likely the root cause. Before proceeding, ensure the issue is not due to case #1, which is mentioned above.
- How to address? Modify your existing DCM event tag to to track the affected activity. Deploying the tag at the Advertiser-level is the easiest way to ensure you track all activity.
Case #3: The tracking pixel was not deployed across this activity on purpose, but the automated 3PAS impression report did not filter out this activity [Uncommon]
- How to identify if this is the issue? Did you intend to not track the affected activity? If so, this is likely the root cause.
- How to address? Please add/update the filters on your existing DCM impression report to exclude all activity you do not wish to track, including the affected activity.
Case #4: The tracking pixel was correctly deployed but the tracking pixel’s macro(s) – used to collect the campaign IDs, placement IDs – were intentionally hardcoded, creating mismatching IDs between Split Funnel and adserver-reported data [Uncommon]
- How to identify if this is the issue? Are you able to locate the affected activity in the DCM Reporting UI (e.g. the partner, campaign, placement, creative IDs)? “No” indicates this is likely the root cause.
- How to address? you, as the advertiser deploying the tracking pixel, will typically be aware if/when the pixel’s macros have been hardcoded. The common use case is to separate activity of the same partner/campaign to report on each separately. Please ignore error messaging regarding these instances, as we work to release a more user friendly solution to addressing hardcoded macros.