Ad Tracker Details

The Ad Tracker shows you the lifetime performance numbers for a single tracked item (an ad, a navigation menu link, a document, etc.) and gives you links to deeper reports.

To access your Ad Tracker, in either the Website or App module, select the Content icon at the top of the page, then under the 'Advanced' bucket please select the Ad Trackers tile.

In the Choose Ad Tracker Filter popup select a Sponsor/Banner type from the dropdown then the Continue button (Fig. 1).

Fig. 1 - Content Page Ad Tracker Tile And Choose Ad Tracker Filter Popup.

This will open a page for the type you selected. The Add Tracker Details popup opens when you click on an item inside the Ad Tracker page (Fig. 2).

Fig. 2 - Ad Tracker Details Popup.

What is an "Ad Tracker"?

An Ad Tracker is any item on the website or in the mobile app that we're keeping count of. It might be:

A banner ad on the home screen
A sponsor logo
A document download link
A menu/navigation item
A document asset (like a slide deck attached to a session)

Every time someone interacts with one of these items, the system records a single entry – like a tally mark in a notebook. The popup adds those tally marks up for you and shows the totals.

The three families of numbers

The popup tracks three different types of user interaction. Not every tracker has all three (see "Why some numbers are missing" below).

1. Views (the ad was shown on someone's screen)

A View is recorded every time the ad/banner is rendered on a user's screen, whether or not they did anything with it.

Stat	What it counts
Total Views	Every single time the ad was shown. If one person sees it 10 times, that's 10 views.
Unique User Views	The number of different logged-in people who saw the ad. If one person sees it 10 times, that's still only 1 unique view.

NOTE

Total Views ≥ Unique Views (almost always). One person can rack up many total views but only ever counts as 1 unique.

2. Clicks (the user clicked it on the website)

A Click is recorded when a user clicks the item on the event website.

Stat	What it counts
Total Clicks	Every click recorded on this item, including repeat clicks from the same person.
Unique User Clicks	The number of different logged-in people who clicked it at least once.
Anonymous Clicks	Clicks from users who weren't signed in.

3. Taps (the user tapped it in the mobile app)

A Tap is the mobile-app equivalent of a click. It's recorded when a user taps the item inside the eventScribe iOS or Android app.

Stat	What it counts
Total Taps	Every tap recorded on this item, including repeat taps from the same person.
Unique User Taps	The number of different logged-in people who tapped it at least once.
Anonymous Taps	Taps from users who weren't signed in to the app.

How "Total" vs. "Unique" works (the simple version)

Imagine the system keeps a guestbook for each ad. Every time the ad is shown or interacted with, one line gets added to the book with:

who did it
when they did it
what type of interaction (view, click, or tap)

When you open the popup:

Total = how many lines are in the book.
Unique User = how many different signed-in people appear in the book at least once.
Anonymous = how many lines came from someone who wasn't signed in.

So if the same logged-in person taps an ad 5 times, that's 5 total taps but only 1 unique user tap.

Why some numbers are missing or zero

The popup hides rows that don't apply, so you may not see every field on every item. Here's the cheat sheet:

Tracker Type	Views?	Clicks?	Taps?
Banner / Sponsor / Ad (app)	Yes	No	Yes
Banner / Sponsor / Ad (website)	Yes	Yes	No
Navigation Item	No	Yes	Yes (if in app menu)
Document	Yes (file opens)	Hidden	—
Document Asset	Yes	Hidden	—

A few specific rules baked into the popup:

Total Views and Unique User Views are hidden entirely when an item has zero views. So if you don't see a "Views" row at all, that item simply never recorded a view (often because views don't apply to it – like menu items).
Total Taps and Unique User Taps are hidden when there are zero taps.
Anonymous rows only appear when at least one anonymous interaction was recorded. If everyone who interacted with the ad was signed in, you won't see the anonymous line at all.
Clicks for Documents and Document Assets are intentionally blanked out – the system only really tracks views for those.

FAQ

Q: Why is my Total Views higher than my Total Clicks?

That's normal and usually a good sign. People see ads more often than they click them. The ratio (clicks ÷ views) is a rough measure of how effective the ad is.

Q: My Unique User Clicks is 9, but Total Clicks is 33. Did 24 anonymous people click it?

Not necessarily. The 33 includes repeat clicks from the same 9 people. If there were anonymous clicks on top of that, you'd see a separate Anonymous Clicks row.

Q: Why doesn't this item show Views?

Either (a) it's a type that doesn't have a "shown on screen" concept, like a menu item, or (b) it's an ad that genuinely was never displayed during the event.

Q: Why are clicks and taps tracked separately?

Because the website and the mobile app are two different products and we want to know which one is driving engagement. Clicks = website. Taps = app.

Q: Where do anonymous interactions come from?

Anyone using the website or app without being logged in. The system can still tell that someone interacted, but it can't tell who, so all anonymous interactions get bucketed together.

Q: How fresh are these numbers?

They're updated as the underlying records come in from the app and website. For the mobile app, that's after a user's device has uploaded its activity to the server, which usually happens within a few minutes but can be delayed if the user is offline.

Q: Can I trust these numbers for billing/reporting to sponsors?

Yes, those are reliable for website Clicks and app Taps. For Views, keep in mind that a single user scrolling past a rotating banner several times will rack up multiple views. Unique User Views is usually the better number when reporting "how many people saw this ad."

Last modified May 29, 2026