DFP counts the following metrics:

  • Impressions – These are counted before the creative is fully loaded and viewed.
  • Clicks – Counted on clicks received
  • Discarded Impressions & Clicks – if either metric is considered invalid, DFP will discard it. The criteria for invalid action include web crawlers and spires, sources determined as illegitimate by DFP and double-clicks.


The ads served by DFP are all rendered inside an <iframe>, which allows the use of creative wrappers. These are snippets of code that are wrapped around an advert upon rendering, and can be used to serve third-party tracking pixels, which aid in measuring advert viewability.

This is used by ads, and the third-party responsible is MOAT, a Media Rating Council accredited real-time analytics service.

For greater detail see:
DFP Counting impressions and clicks
DFP Ad server reporting metrics
Adding creative wrappers