We’re seeing low Impressions on Previous day for the [DFP Network]. Follow these troubleshooting steps to diagnose the issue.

This post was most recently updated on November 6th, 2021

This means that the publisher website is averaging less than 30,000 impressions per day or less than 1 million impressions per month.

Step 1: Log into the publisher’s DFP account, run a report for previous months to check the average volume of impressions they’ve been serving. Notice any abnormal drop or spikes.

Step 2: Log into the publisher’s Google Analytics account. Check the number of Page Views for the previous months.

Step 3: Calculate the average ads per page (DFP impressions/PageViews). The calculation must be based on the same timeframe on both DFP & Google Analytics.

Step 4: If ads per page are normal (+/- 20% of the expected number of ads the publisher is running per page), low impression count is most likely due to low traffic volume.

Step 5: If a publisher is doing ad arbitrage (meaning they buy traffic), there is a big chance for their traffic volume to fluctuate.

Step 6: Check their traffic sources in Google Analytics.

Step 7: If they get mostly social traffic, that signals the publisher is possibly doing arbitrage unless their social media fan base is huge.

Step 8: Traffic fluctuation is expected for arbitrage publishers. If a low impression count continues for at least 14 straight days, manage publisher expectation that we won’t be able to optimize properly with such a low volume of traffic.

Step 9: If the publisher served less than 1 million impressions for previous months. Recommend that we switch the publisher as AdX-only or PubGuru Header Bidding only, whichever is applicable.

Need more help? Send us an email at support@monetizemore.com or log in to PubGuru App and use the Chat widget for immediate support.