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When you send an email to, I’m one of the people that will read it. Every day I answer questions for our customers and provide general support. Often, the same question is asked multiple times by multiple people. This is a great way for us to know where our documentation is lacking, and gives us great ideas on what we can add to our Knowledge Base.

Here are some of the most popular questions our customers have been asking recently:

Q: Why is the number of conversions higher than the number of clicks?

In Perfect Audience, we track two types of conversions: Click Through Conversions and View Through Conversions. You may have noticed these abbreviations in your Dashboard:

What does it all mean?

CTC: Click Through Conversion – A visitor is shown your ad, they click on it, and then convert.

CTC%: Click Through Conversion Rate – The number of clicks that have converted divided by the total number of clicks your ad received.

VTC: View Through Conversion – A visitor is shown your ad, they do not click on it, but later return to your site and convert.

VTC%: View Through Conversion Rate – The number of View Through Conversions divided by the total number of impressions.

Conv.: Total number of conversions.

If you click on Manage-> Conversions you’ll be able to see all of the Click Through/View Through conversions listed in your Conversion Explorer. You can toggle between All Conversions, or separate each type.

So why might your number of conversions be higher than your clicks? It’s probably due to View Through Conversions. For example, you might have 40 clicks, 35 Click Through Conversions, and 50 Total Conversions. Take a look at your View Through Conversions. You probably have 15 of them, bringing your total number of conversions to 50.

By default, your account will “count” a View Through Conversion for any visitor who was served an ad in the last 30 days. You can change this window by clicking on Manage-> Site settings, then clicking Conversion Windows.

Learn more about Conversion Goals here.

Q: How do I stop serving ads to users who have converted?

A great question! Let’s first clarify what you can do with a Retargeting List.

When you’re creating a campaign, you will need to choose if you want to Target, Exclude, or Ignore a list:

Targeting a list will tell the system to serve ads to the users on this list.
Excluding a list will tell the system not to serve ads to the users on this list.
Ignoring a list will tell the system to pretend this list doesn’t exist.

It’s very important to understand the difference between these settings, specifically Excluding vs. Ignoring a list.

In the above example, I’m telling the system to serve ads to the “Cell Phone Browsers” list, don’t serve ads to anyone on the “Purchased Something” list, and to do nothing with the “All Visitors” list. Using targeting settings in this manner is a great way to save money with your campaign, as I’m not paying to show ads to people who have already purchased something.

You can use this tactic as well by creating multiple lists for your site – One for people browsing your site (or maybe even users who put something into their shopping cart!), and another for users who have purchased.

You can read more about Retargeting Lists here.

Q: Why isn’t my campaign serving any impressions?

There can be several reasons for this – incorrect settings, ads not approved, or some sort of technical issue.

Segue from the last question! The #1 most common reason campaigns don’t serve impressions is because of your list settings.

Let’s say you have your targeting settings like this:

You’re telling the system to serve ads to the “Cell Phone Browsers” list, but not show ads to anyone on your “All Visitors” list. Essentially, you’ve told the system to not show ads to anyone who visits any page of your site. This will lead to your campaign not serving any impressions.

In almost every case, you should be Targeting or Ignoring the “All Visitors” list, not Excluding it.

To learn more about why your campaign might not be serving impressions, check our Reach Guide.

I hope this has been helpful! As always, feel free to contact us at if you have any questions.

By the way – We’ve just revamped our Support documentation section. Documentation is now a little easier to sift through, and you can search for specific terms your interested in. Check it out at

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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