At a glance: Avoid attribution data discrepancies by understanding and setting click and impression definitions across your media sources.
Most top media sources report to ZendeskConnect two types of engagements: clicks and views. However, the definition of clicks and views vary between sources. This article highlights and compares the criteria used by leading media sources to report clicks and views (impressions).
The information presented here is provided by the partners themselves.
This article covers only first-party media sources with owned real estate or SDK traffic, who control the rendering of ads.
| Ad type | View | Click |
|---|---|---|
|
Interstitials and banners |
An ad unit is rendered but not necessarily in view |
A click that takes the user directly to the app store |
|
Rewarded videos |
The ad unit is at least partially visible* |
A click that takes the user directly to the app store |
|
Playable ads |
The ad unit is at least partially visible* |
A click that takes the user directly to the app store |
|
Standard video |
The ad unit is at least partially visible* |
A click that takes the user directly to the app store |
*A view is recorded the moment the ad unit enters the screen, that is, when at least 1 pixel of the ad unit appears on the screen.
The previous information refers to ad units under the campaign objective Mobile App Installs or Mobile App Engagement. For other objectives, a click can be reported for an action that does not take the user to the app store; for example, comment, share, video play or link click. Read more
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners (can include video) | 50% of the ad unit is visible for a minimum of 1 second | A click that takes the user directly to the app store, or a video that is watched for at least 10 seconds |
| Rewarded videos | The video is watched for 2 seconds or to 50% completion | A click that takes the user directly to the app store, or a video that is watched for at least 10 seconds |
| Playable ads | 50% of the ad unit is visible for a minimum of 1 second | A click that takes the user directly to the app store |
| In-stream video | 50% of the ad unit is visible for a minimum of 2 seconds | A click that takes the user directly to the app store, or a video that is watched for at least 10 seconds |
Note, that in the Google Ads dashboard, a video view of 10+ seconds on Google Display Network or YouTube is reported as a video engagement, instead of a view or a click, only when it occurs within 48 hours of the conversion.
More information on Google’s video ad formats.
More information about reporting engagements.
Snapchat
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners | 100% of the ad unit is visible | A click that takes the user directly to the app store |
| Rewarded videos | N/A | N/A |
| Playable ads | N/A | N/A |
| Standard video | N/A | N/A |
Note, that this information refers to Snap Ads. For other ad types such as Story, Lens, and Filter, a click may be reported for an action that does not take the user to the app store, e.g. tapping a story tile, saving a lens to memories, interacting with a filter for more than the median interaction time, etc.
Fyber
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners | N/A | A click that takes the user directly to the app store |
| Rewarded videos | 100% of the video is watched | A click that takes the user directly to the app store |
| Playable ads | N/A | A click that takes the user directly to the app store |
| Standard video | 100% of the video is watched | A click that takes the user directly to the app store |
AppLovin
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners | 100% of the ad unit is visible | A click that takes the user directly to the app store |
| Rewarded videos | The video has started playing | A click that takes the user directly to the app store |
| Playable ads | The playable element is launched | A click that takes the user directly to the app store |
| Standard video | The video has started playing | A click that takes the user directly to the app store |
AdColony
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners | 100% of the ad unit is visible | A click that takes the user directly to the app store |
| Rewarded videos | The video has started playing | A click that takes the user directly to the app store |
| Playable ads | The ad unit is visible for 30 seconds | A click that takes the user directly to the app store |
| Standard video | The video has started playing | A click that takes the user directly to the app store |
Vungle
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners | N/A | N/A |
| Rewarded videos | 100% of the video is watched | A click on the ad unit that takes the user directly to the app store* |
| Playable ads | The ad unit is visible | A click on the ad unit that takes the user directly to the app store* |
| Standard video | 100% of the video is watched | A click on the ad unit that takes the user directly to the app store* |
* Although this is the default behavior, advertisers can determine the point at which clicks and views are reported to ZendeskConnect for each individual ad unit.
For example, it can be configured that the user is redirected to the app store after completion of the ad experience with the agreement of both the advertiser and publisher.
Tapjoy
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners | N/A | N/A |
| Rewarded videos | The video has started playing |
A click on the ad unit that takes the user directly to the app store, or a view that automatically directs the user to the app store |
| Playable ads | The playable element is launched |
A click on the ad unit that takes the user directly to the app store, or a view that automatically directs the user to the app store |
| Standard video | The video has started playing |
A click on the ad unit that takes the user directly to the app store, or a view that automatically directs the user to the app store |
Chartboost
| Ad type | View | Click |
|---|---|---|
| Interstitial static | N/A | A click that takes the user directly to the app store |
| Interstitial video & Rewarded Video* | The video is watched for 2 seconds | A click that takes the user directly to the app store |
| Banners | 100% of the ad unit is visible for 2 seconds | A click that takes the user directly to the app store |
| Interstitial Playable | The ad unit is visible for 2 seconds | A click that takes the user directly to the app store |
| Rewarded Playable | The playable element is completed | A click that takes the user directly to the app store |
| Standard video | N/A | N/A |
*This applies to SDK version 8.0 and above. For older SDK versions, a Rewarded Video view is fired at 70% video completion.
ironSource
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners | 100% of the ad unit is visible | A click that takes the user directly to the app store |
| Rewarded videos | The video has started playing | A click that takes the user directly to the app store |
| Playable ads | The playable element is launched | A click that takes the user directly to the app store |
| Standard video | The video has started playing | A click that takes the user directly to the app store |
Unity
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners | N/A | N/A |
| Rewarded videos | 100% of the video is watched* | A click that takes the user directly to the app store |
| Playable ads | The ad unit is visible for 30 seconds, or a playable element is completed | A click that takes the user directly to the app store |
| Standard video | 100% of the video is watched* | A click that takes the user directly to the app store |
*In the Unity Ads dashboard, advertisers have an option to report a view either when the video starts, or after a 100% completion.
MoPub Acquire
| Ad type | View | Click |
|---|---|---|
| Interstitials and banners | 100% of the ad unit is visible | A click that takes the user directly to the app store |
| Native | 100% of the ad unit is visible | A click that takes the user directly to the app store |
| Rewarded videos | The video has started playing | A click that takes the user directly to the app store |
| Standard videos | The video has started playing | A click that takes the user directly to the app store |
| Rewarded playables | The playable element is launched | A click that takes the user directly to the app store |
| Standard playables | The playable element is launched | A click that takes the user directly to the app store |
TikTok For Business
| Ad type | View | Click |
|---|---|---|
| Video interstitial | At least one pixel of the ad is on the screen | A click that takes the user directly to the app store |
App Install ads will appear in the For You feed on TikTok. More information on TikTok For Business.
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