Common Reporting Questions & Misconceptions

This page addresses common questions advertisers may encounter when reviewing campaign performance in the Portal.

Email advertising behaves differently from traditional web advertising due to how email clients load and cache content. Understanding these behaviors will help ensure accurate interpretation of campaign data.

Why are impressions higher than expected?

In email environments, many email providers load images through proxy servers. When a user opens an email, the email client may request all images within the message at once.

This can result in impressions being recorded even if the user does not actively view or interact with every individual element in the email.

Additionally, some email providers preload images when emails are opened, which can increase the number of recorded impressions.

For this reason, impressions should be viewed primarily as a measure of potential exposure rather than confirmed visual engagement.

Advertisers should rely on engagement and outcome metrics such as clicks, conversions, and ROAS, when evaluating campaign performance.

Why does my campaign show clicks outside configured dayparting hours?

Email ads may be cached when an email is opened. When a user reopens an email later, the previously cached ad may still be displayed.

If the user clicks the ad during that later interaction, the click will be recorded even though the campaign line is no longer actively serving impressions.

Dayparting controls when new impressions are served but does not prevent interactions with ads that have already been delivered.

Why does geo targeting sometimes appear inaccurate?

Email traffic frequently passes through proxy servers operated by email providers.

These proxies can mask the user’s precise geographic location.

In most cases:

• Country-level geo data is reliable
• State or city-level geo data may be less accurate

When targeting proxy traffic, advertisers should generally rely on country-level targeting for best results.

Why is my campaign spending slower than expected?

Several factors can affect campaign spend rate, including:

• Daily budget limits
• Pacing configuration
• Targeting restrictions
• Available inventory
• Bid competitiveness

If a campaign is spending slowly, consider reviewing:

• Daily spend goals
• Targeting breadth
• Inventory targeting restrictions
• Discovery settings
• Bid amount

Highly restrictive targeting may reduce available inventory and limit delivery.

Why does reporting sometimes appear delayed?

Reporting data in the Portal is refreshed periodically throughout the day.

Recent activity may take time to fully appear in reports as the system processes new events and aggregates data.

If you are reviewing performance for the current day, some metrics may continue updating as additional events are recorded.

Why do I see traffic from devices or proxies I didn’t expect?

Email traffic can originate from several environments depending on how users open their email.

Examples include:

• Mobile devices
• Desktop email clients
• Proxy servers used by email providers

Different devices and proxies may request content on behalf of the user, which can influence how traffic appears in reporting.

Advertisers can use the Device / Proxy reporting view to analyze performance across these segments.

Why do impressions sometimes increase without clicks increasing?

Impressions represent ad delivery opportunities, while clicks represent user engagement.

Several factors can increase impressions without increasing clicks, including:

• Larger email sends
• Higher open rates
• Proxy image preloading

This does not necessarily indicate poor performance. Instead, advertisers should evaluate engagement metrics such as CTR and conversion metrics when assessing effectiveness.

Why do exported reports sometimes differ slightly from what I see in the dashboard?

Reports within the Portal may display rounded or aggregated values depending on the visualization.

When exporting data, reports may include more precise or granular values, which can lead to small differences compared to what appears in on-screen visualizations.

Why do campaigns sometimes stop delivering during the day?

Campaign delivery may pause when a campaign line reaches its daily spend goal.

Depending on the pacing strategy configured, campaigns may:

• Spend gradually throughout the day
• Spend more aggressively early in the day

If delivery consistently stops early, advertisers may want to review:

• Daily budget settings
• Pacing strategy
• Bid competitiveness
• Targeting restrictions

Need Additional Help?

If you encounter reporting behavior that is unclear or unexpected, contact your account manager for assistance.

Providing the following information can help resolve issues more quickly:

• Campaign ID
• Campaign Line ID
• Date range
• Description of the observed behavior