Best Practices when trafficking a campaign with DFA tags

Trafficking Tips: Excluding Browsers

Gmail will automatically display images in emails viewed on both the Web version of Gmail and on mobile devices when viewed within Gmail’s app, unless users choose not to allow it. This means no more need to click on “Display Images.” Gmail will now host those email images, meaning they’ll be downloaded once by the Google caching server and delivered by the Gmail server.

For anyone trafficking a campaign with DFA tags, the below includes targeting adjustments when using DFA tags to account for known discrepancies.


Where to Make Adjustments

Targeting adjustments are found at the strategy level under the “Trafficking” tab. Once in the trafficking tab, select “Browsers.” Based on the information below, select and EXCLUDE browsers accordingly.


When to Exclude

EXCLUDE Google Proxy if:

  • Targeting a specific City & State, Metro, or Postal Code geo in the US that belongs to or includes California
  • Day-parting
  • Serving an image using 1x1s and click trackers

EXCLUDE Google Proxy, MSOE, Thunderbird, and Outlook if:

  • DART is serving the images (ex. Standard Tags)


Reporting Tips

Unique impressions are the metrics that should be compared to DFA impressions.

LiveIntent Reporting

  • LiveIntent impressions = LiveIntent unique impressions + LiveIntent reopens/shares
  • Why does that matter in relation to DFA discrepancy? DFA only renders an impression when an ad call is made and since LiveIntent only makes an ad call at the initial open (the unique impression), total impressions (‘impressions’ when pulling from the UI) will always be higher than DFA reported impressions. DFA does not count any impressions for forwards and reopens. LiveIntent does.

DFA Reporting

  • DFA impressions = LiveIntent unique impressions + LiveIntent ad calls
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