---
metadata:
- name: generator
content: Diplodoc Platform v5.50.6
alternate:
- https://yandex.com/support/adfox/en/campaigns/impressions-method.md
- https://yandex.com/support/adfox/ru/campaigns/impressions-method.md
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/adfox/en/llms.txt
# Impression count method
The impression count method determines which event means the banner impression. You can't change the impression count method after adding a campaign.
## Available impression count methods {#method-list}
The impression count method is set at several levels: at account level, at campaign level, and at a Telegram channel level.
{% list tabs %}
- Account level
When you create an ad campaign, the following impression count method is predefined:
- **Banners load** (by default): An impression is counted when the banner code is returned in response to a request from the site page.
- **Viewable impression, Yandex (IMS)**: An impression is only counted if at least 50% of the banner area is in the active browser window for at least 2 seconds. [Learn more about viewability counting](https://yandex.com/support/adfox/en/campaigns/impressions-method.md#viewability).
- **Event 1**: An impression is counted when event 1 (event_1) is called in the banner that's already uploaded to the site.
- **Impression (IMS)**: An impression is counted when ad rendering begins.
- **Viewable Impression (IMS)**: An impression is counted according to the criteria set out by international media standards, including the minimum percentage of pixels in the viewable area and the impression duration in the active browser tab. [Learn more about viewability counting](https://yandex.com/support/adfox/en/campaigns/impressions-method.md#viewability).
{% note warning %}
The impression count methods **Impression (IMS)**, **Viewable Impression (IMS)**, and **Viewable impression, Yandex (IMS)** are only available for direct placements, that is, for campaigns without external monetization.
To ensure correct [anti-fraud measures](https://yandex.com/support/adfox/en/statistics/ims-compliance.md#fraud) and viewability counting for these methods, embed ad tags on your site with the [context.js library](https://yandex.com/support/adfox/en/ad-inventory/codes/code-loader.md#js-code) and choose IMS [templates](https://yandex.com/support/adfox/en/ad-inventory/settings/template.md) when adding banners to your campaign.
{% endnote %}
- Campaign level
{% note info %}
To redefine the method at the campaign level, please contact [support.](https://yandex.com/support/adfox/en/support/feedback.md)
{% endnote %}
- **Not redefined**: Settings are inherited from the account.
- **Banners load** (by default): An impression is counted when the banner code is returned in response to a request from the site page.
- **Viewable impression, Yandex (IMS)**: An impression is only counted if at least 50% of the banner area is in the active browser window for at least 2 seconds. [Learn more about viewability counting](https://yandex.com/support/adfox/en/campaigns/impressions-method.md#viewability).
- **Event N**, where `N` is an event number from 1 to 30: An impression is counted when the event is called in the banner that's already uploaded to the site. If the banner template doesn't provide for calling an event, and impressions are counted by events, impressions without calling events aren't counted.
- **Impression (IMS)**: An impression is counted when ad rendering begins.
- **Viewable Impression (IMS)**: An impression is counted according to the criteria set out by international media standards, including the minimum percentage of pixels in the viewable area and the impression duration in the active browser tab. [Learn more about viewability counting](https://yandex.com/support/adfox/en/campaigns/impressions-method.md#viewability).
{% note warning %}
The impression count methods **Impression (IMS)**, **Viewable Impression (IMS)**, and **Viewable impression, Yandex (IMS)** are only available for direct placements, that is, for campaigns without external monetization.
To ensure correct [anti-fraud measures](https://yandex.com/support/adfox/en/statistics/ims-compliance.md#fraud) and viewability counting for these methods, embed ad tags on your site with the [context.js library](https://yandex.com/support/adfox/en/ad-inventory/codes/code-loader.md#js-code) and choose IMS [templates](https://yandex.com/support/adfox/en/ad-inventory/settings/template.md) when adding banners to your campaign.
{% endnote %}
- Telegram channel level
Select which event should be counted as an impression:
- **Banners load**: Selecting a banner from the advertising campaign to be served in the Telegram channel.
- **Post views (Telegram)**: Ad post views recorded by the Yandex Advertising Network bot.
{% endlist %}
{% cut "Impression count example" %}
An ad campaign with calculation by event 2.
The campaign has a video banner where event 2 is the video playback start triggered **Play** button.
When the site page loads, a banner request is sent to the Adfox server. In response to the request, Adfox returns the banner code and the banner appears on the site (code loading is counted).
When the user clicks **Play**, event 2 is requested. At this point, the statistics for event 2 and the number of impressions increase.
If the event isn't triggered, the impression isn't counted for the ad campaign.
{% endcut %}
## How accounting for visibility works {#viewability}
For campaigns based on the **Viewable impression, Yandex (IMS)** and **Viewable Impression (IMS)** methods, you can use viewability tracking. This tracking works under the following conditions:
- For banner ads, the platform uses ad tags with the [context.js library](https://yandex.com/support/adfox/en/ad-inventory/codes/code-loader.md#js-code).
- Banners are added using “IMS” templates.
- The campaign uses **Viewable Impression (IMS)** or **Viewable impression, Yandex (IMS)** as its impression count method.
Viewability criteria both for the methods based on the Yandex standard and those based on the international media standards (IMS) are given in the table:
#|
|| **The method of counting impressions** | **Display Advertising** | **Large banner ads (> 970 × 250 px)** | **Video Advertising** ||
|| Viewable impression, Yandex (IMS) | 50% of the banner area is in the active browser window for at least 2 seconds | 30% of the banner area is in the active browser window for at least 2 seconds |
- At least 50% of the player is in the user's viewable area for at least 2 seconds.
- The minimum player size for the desktop version of the site is 320 × 180 pixels. ||
|| Viewable impression (IMS) | 50% of the banner area is in the active browser window for at least 1 second | 30% of the banner area is in the active browser window for at least 1 second | At least 50% of the player is in the user's viewable area for at least 2 seconds. ||
|#
{% note info %}
If the active browser window includes less than the specified area of the banner or player, but the user clicked on it and this click is counted by the system, then the viewable impression is also counted. This rule is valid for both methods.
{% endnote %}
To learn more about metrics available when selecting viewability counting methods, see [IMS metrics](https://yandex.com/support/adfox/en/statistics/reports/metrics.md#ims).
## Report terminology {#metrics}
If the impression count method for ad campaigns is available in your account:
- A **Banner ad responses** column is added to all reports.
- The **Unfilled impressions** column is renamed to **Unfilled ad responses**.
#|
|| **Parameter** | **Description** ||
|| **Banner ad responses** | Counted when the server returns the banner code to the browser or app in response to an ad request. ||
|| **Impressions** |
An ad impression recorded by the system for the event selected in the impression count method.
By default, **Banners load** is considered an impression. Because of this, if the module is enabled but you didn't redefine the default value for any ad campaign, the statistics in the **Banner ad responses** and **Impressions** columns match. ||
|| **Unfilled ad responses** | The number of ad requests for which [backup ad](https://yandex.com/support/adfox/en/banners/default-banner.md) impressions were made. ||
|| **Clicks** | Clicks on a commercial campaign link or banner that lead to the advertiser's site page. ||
|| **Unfilled clicks** | Clicks on the backup ad that leads to the advertiser's site page. ||
|#
## Contact support
Send an email