CAKE Knowledge Base

A Guide to Impression Tracking


This article will cover:

  • Know When to Track Impressions
  • Find Where to Generate an Impression Pixel
  • Set Impression Cookie Days
  • Enable View Thru Conversions
  • Additional Settings

When to Track Impressions in CAKE

An Impression is a view of an advertisement, which could be the opening of an email or the viewing of a banner image on a webpage. You can use CAKE Impression pixels in order to track these actions.

One reason to track Impressions in CAKE is to pay affiliates on a cost per milli (CPM) price format. With this price format, affiliates earn a commission for every 1,000 impressions tracked on that Campaign. Another reason to track Impressions is to see the click thru rate of a Creative. The use of the Impression pixel allows you to see how many people viewed and then clicked on an ad to redirect to the landing page.

How to Generate an Impression Pixel

  1. Log in to the Admin Portal
  2. Navigate to the Actions Menu (located on the right hand side) and click Generate Impression Pixel, which is under the Tracking section.
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From the Impression Pixel wizard, complete the following fields:

  1. Select the Affiliate
  2. Select the Campaign
  3. Specify the Creative ID
  4. If this pixel is to be used in an email, enable the Use In Email checkbox. Note: This field is not required.
  5. Click Next

From Step 2 of the wizard:

  1. Review the Impression pixel generated and simply click and highlight the pixel to select, then copy
  2. 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. This means that CAKE will track one unique impression per user for the Offer within the Cookie Days timeframe.

Additional Impressions to the cookie'd user from the same or a different Affiliate would be considered a duplicate within this time frame.

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CAKE's default Impression Cookie Days is set to 30 days but can be adjusted from the Attribution tab of the Offer card.

Note: If Disable Impression Deduplication is checked, all Impressions displayed to a user will be considered unique no matter the time amount for Cookie Days.

How to Track View Thru Conversions

View Thru Conversions are CAKE's ability to track a conversion, even in the absence of a click, but instead with the cookie from an impression.

An example of this is a consumer who views an ad on a webpage, then navigates directly to the brand website to convert without clicking on the ad.

Note: The View Thru Conversions setting is not enabled by default

What is Click Trumps Impression?

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.

With First Touch attribution enabled, 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 give conversion credit to the Affiliate that generated the click (second touch), as a click may be more valuable than the impression, you would need to enable the setting Click Trumps Impression.

To enable this setting from the Offer card:

  1. Click the Attribution tab
  2. Check the Click Trumps Impression box
  3. Click Save at the bottom of the tab


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