Why These Metrics Matter
Throughout AdPeeps, statistics are broken down into Unique, Raw, and Total impressions and clicks. Understanding the difference is important for accurate reporting, fair billing, and protecting advertisers from inflated activity.
All of these metrics are calculated based on the visitor’s IP address within a 24-hour period.
Definitions
Here is how AdPeeps defines each metric:
| Metric Type | Description |
|---|---|
| Unique Impressions / Clicks | The number of visitors who viewed or clicked an ad for the first time within a 24-hour period |
| Raw Impressions / Clicks | Additional views or clicks from the same visitor within that same 24-hour period |
| Total Impressions / Clicks | The combined total of Unique and Raw impressions or clicks |
In simple terms, Total = Unique + Raw.
Real-World Example
Suppose an advertiser purchases 100 clicks.
- One visitor clicks the same ad 50 times in one day
- That results in:
- 1 Unique Click
- 49 Raw Clicks
- 50 Total Clicks
This breakdown makes it clear that the activity came from a single person repeatedly clicking the same ad.
Why AdPeeps Separates These Numbers
Separating unique and raw activity helps administrators and advertisers understand:
- Whether ads are reaching new users
- Or being seen or clicked repeatedly by the same users
This visibility is critical when evaluating campaign performance and detecting suspicious or low-quality traffic.
Billing and Click Protection
AdPeeps gives you flexibility in how impressions and clicks are counted:
- You can bill based on Total clicks (counting all activity)
- Or bill based on Unique clicks only, preventing repeat clicks from inflating costs
This is especially useful for protecting advertisers from accidental or intentional click inflation.
Using Capping with Unique Metrics
Unique tracking also allows you to cap how often a visitor can see or click the same ad within a day.
This helps:
- Prevent inflated impressions or clicks
- Improve ad variety for returning visitors
Important note:
If you use capping, make sure other ads are eligible to display. Otherwise, users may see blank ad placements when caps are reached.
Best Practices
- Use unique metrics when billing advertisers for performance
- Monitor raw activity for unusual traffic patterns
- Combine capping with multiple active ads to ensure continuous delivery
- Review both unique and total metrics when evaluating campaign success