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A Guide to Impression Tracking

This article will cover:

What is Impression Tracking?

Impression tracking measures consumers’ views of an advertisement, such as opening an email or viewing a banner image on a webpage. With impression tracking, you can use these additional features:

  • View Thru Conversions: This feature allows you to attribute conversions from an impression tracked on a campaign, in addition to clicks.

  • CPM Price Format: This allows affiliates to earn their commission for every 1,000 impressions tracked on the campaign.

  • Click-Thru Rate: This reporting KPI allows you to measure the effectiveness of the creative by understanding the ratio of consumers who clicked on the creative to reach the landing page.

How to Generate an Impression Pixel

To generate an impression pixel in your CAKE system, follow these steps:

  1. Click on the Action Menu icon on the top right of your window

  2. Scroll down to the Tracking section

  3. Click Generate Impression Pixel to open the wizard

From the Impression Pixel wizard, follow these steps:

  1. Select the Affiliate

  2. Select the Campaign

  3. Specify the Creative ID

  4. Tick the Use In Email box if this pixel will be used in an email creative 

  5. Click Next

  6. Click to highlight the pixel, then copy to clipboard to send to your affiliate

  7. Click Finish to exit the wizard

Impression Cookie Days is the duration in which a cookie will live on a user's browser after the creative has been viewed and the impression pixel fired. CAKE will track one unique impression per consumer for the Offer within the Impression Cookie Days timeframe.

Additional views by the same consumer would be considered a duplicate within this time frame.

CAKE's default Impression Cookie Days is set to 30 days. You can adjust it on the Attribution tab of the Offer card.


To treat all creative views as unique and included in KPI calculations, check the Disable Impression Deduplication box on the Attribution tab of the Offer card.

How to Track View Thru Conversions

View Thru Conversion tracking allows you to attribute conversions for a consumer’s view of an offer creative, even in the absence of a click.

A common example is a consumer who views a creative, or opens an email, then navigates directly to the brand’s website to convert without clicking on the creative.

The View Thru Conversions setting is not enabled by default. To enable View Thru conversion tracking on an Offer, follow these steps:

  1. Click on the Attribution sub-tab of the Home tab

  2. Tick the Enable View Thru Conversions box

  3. Click Save at the bottom of the tab

When tracking View Thru Conversions, there may be a situation where a consumer views a creative from one affiliate, but then clicks on a creative from a different affiliate. If your Offer is using first touch attribution, the affiliate that generated the impression (first touch) would receive credit for the conversion over the affiliate that generated the click.

However, if you wish to attribute the conversion to the affiliate that generated the click (second touch), as you deem a click to be more valuable than the impression, you will need to enable the Click Trumps Impression setting.

To enable Click Trumps Impression from the Offer card, follow these steps:

  1. Click the Attribution sub-tab on the Home tab

  2. Tick the Click Trumps Impression box

  3. Click Save at the bottom of the tab

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