This article is not applicable to the latest version of popup's code. The new code can be obtained in your Adserver.Online panel.

Running popups, you might experience a huge discrepancy between impressions (clicks) and ad requests. The reasons are inherent to the way popups work in general. We will explain how ad servers handle popup ads and why popups generate additional requests in this short article.

Popups open in two steps:

  1. First, the invocation code on the page requests an ad server for a relevant ad while a webpage is being loaded. Capping/targeting/limits are being checked during this step and it results in an ad request.
  2. Second, an ad code (loaded during step 1) opens a user-initiated pop. This step results in an impression (click).

How popups generate additional requests

Let's imagine a user refreshed a page 100 times but never clicked on it. Basically, it means that an ad server did its job each time the webpage loaded. But since a visitor didn't interact with the webpage, he didn't see any ads. In this case, an ad server will count 100 ad requests but 0 impressions. And that is a huge discrepancy!

Point to consider:

  • usually, the discrepancy between requests and impressions is minimal if a website has high-quality organic traffic. Normally, people visit websites for a reason and tend to interact with them.
  • at the same time, traffic fraud usually results in a huge disproportion. That happens because bots just generate visits but do not interact with web pages.
  • another common reason for this is the poor content quality on a webpage. In this case, visitors will tend to leave the website without any interaction with it

We hope this article sheds some light on how ad servers handle pop ads and why do popups generate additional requests. Nobody likes discrepancy and we sincerely hope you won't experience huge problems with it. If you are keen to learn more about ad discrepancy, you might find this article interesting.