Impression Tracking
The Impressions page shows how auction wins convert into confirmed, billable impressions.
Impression States
Every auction win starts as “pending” and resolves to one of three states:
| State | Meaning | Billable? |
|---|---|---|
| Confirmed | Impression pixel fired — the ad was rendered and seen | Yes |
| Pending | Waiting for the pixel to fire | Not yet |
| Expired | 24 hours passed without a pixel fire | No |
Only confirmed impressions count as revenue. Pending and expired impressions are not billed.
Dashboard
Go to Intelligence > Impressions in the sidebar.
Summary Cards
- Confirmed — total confirmed impressions for the selected period
- Pending — impressions still awaiting pixel fire
- Expired — impressions that timed out
- Confirmation rate — confirmed / (confirmed + expired), as a percentage
Daily Trend Table
A day-by-day breakdown showing:
| Date | Wins | Confirmed | Pending | Expired | Rate |
|---|---|---|---|---|---|
| 2026-05-14 | 12,450 | 11,900 | 320 | 230 | 98.1% |
| 2026-05-13 | 11,800 | 11,350 | 0 | 450 | 96.2% |
By-Publisher Breakdown
Shows confirmation rate per publisher. Publishers with low confirmation rates may have integration issues (broken pixel, ad not rendering, player misconfiguration).
Via Broker Chat
“What’s today’s confirmation rate?”
“Show me impressions for Publisher A this week”
“Which publishers have the lowest confirmation rate?”
What Good Looks Like
A healthy exchange runs at 95%+ confirmation rate. Rates below 90% indicate a problem.
Troubleshooting
Low confirmation rate across all publishers? Check that nurl and burl are present in bid responses. Both must always be set.
Low confirmation rate for one publisher? The publisher’s player may not be firing impression pixels. Check their VAST integration or contact them about their SDK setup.
Many expired impressions? The ad was won but never rendered. Common causes: user navigated away before the ad loaded, player error, or network timeout.