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# Pixalate Analytics

> What Pixalate Analytics measures, the ways to send impression data to Pixalate, and the steps from kick-off to dashboard access.

Pixalate Analytics is post-bid measurement. You send Pixalate data about the impressions, clicks and video events your ads generate, and Pixalate reports invalid traffic (IVT), viewability and other quality metrics for that traffic in the Analytics dashboard. You use the reports to find IVT sources and improve the quality of the traffic you buy or sell.

Analytics works alongside Pixalate's other products: [pre-bid data feeds](/data-feeds/overview) block known IVT before you bid or serve, and the [Media Ratings Terminal (MRT)](/mrt/overview) rates apps, CTV apps and websites before you buy them.

> **Tip**
>
> Paying per click? Analytics detects click fraud too. See [Click fraud protection](/analytics/click-fraud-protection).

## How data gets into Analytics

Pixalate measures the traffic you send it. You send it with a Pixalate tag that fires when an ad renders, or by passing the same data from your servers.

| Method                                                            | What it is                                                                                                                      | Use it for                                  |
| ----------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------- |
| [Tag in your ad server](/analytics/ad-server-trafficking)         | A Pixalate JavaScript tag or 1x1 pixel trafficked with your creatives. Ad server macros fill in the details of each impression. | Most display, native and video integrations |
| [Tag on the page](/analytics/integration-methods#tag-on-the-page) | The tag placed directly in each ad slot on your site or app.                                                                    | Publishers who don't use an ad server       |
| [1x1 tag in VAST](/analytics/video-tag)                           | The 1x1 pixel added as an `<Impression>` in your VAST XML.                                                                      | Video impression and IVT measurement        |
| [Verification script in VAST](/analytics/video-viewability)       | Pixalate's JavaScript verification script in the VAST `<AdVerifications>` node, run through the Open Measurement SDK.           | Video viewability and engagement (beta)     |
| [Click tracking](/analytics/click-tracking)                       | An extra Pixalate tag that fires on clicks.                                                                                     | Click IVT detection                         |
| [Server-to-server](/analytics/server-to-server)                   | Your servers send impression, click and conversion events to Pixalate.                                                          | Platforms that can't run a client-side tag  |

[Choose an integration method](/analytics/integration-methods) compares them in more detail.

Whichever method you use, Pixalate needs the same kind of data: key-value parameters (such as advertiser ID, placement ID, device ID and IP address) that describe each impression. See [The Pixalate tag and macros](/analytics/tag-and-macros) for the parameters and how to map your macros to them.

## Get started

A post-bid Analytics integration runs through these phases. Your Pixalate Customer Success representative guides you through each one.

#### Kick-off call

Your Customer Success representative and a member of Pixalate's technical support team meet with you to discuss your goals, timelines, users, training and expectations. You agree on the integration path for your setup: a tag-based integration (1x1 pixel or JavaScript tag) or server-to-server.

You also review the macro mapping sheet. It maps the key-value parameters in Pixalate's measurement tag to the dynamic values (macros) that your platform fills in when the ad renders. See [Map your macros](/analytics/tag-and-macros#map-your-macros).

#### Product setup

Pixalate's technical team builds your Analytics dashboard and completes the rest of your setup, such as daily IVT summary emails and preliminary user setup. You usually get dashboard access after the integration is complete and signed off by Pixalate's QA team.

#### Tag creation

Using your completed macro mapping sheet, Pixalate builds the tags you traffic alongside your display, video or native ad units.

#### Tag trafficking

You traffic the Pixalate tags to start data collection. Start with a small volume, around 50,000 impressions a day, so Pixalate has enough data to validate. Tell your Customer Success representative when the tag goes live so the team can watch for data collection issues.

The Pixalate tag supports both `GET` and `POST` requests. For where and how to place it, see [Traffic tags in your ad server](/analytics/ad-server-trafficking).

#### Tag QA

When enough impressions have been collected, Pixalate checks that:

* your macros are filling the tag's key-value parameters as expected, and
* the impression volume Pixalate collects roughly matches what your platform reports, within a +/-10% discrepancy.

#### QA fixes

Your Customer Success representative sends you the QA results. You're responsible for fixing any issues marked as blockers to launch. This usually takes a few rounds, so set aside time for it and keep Pixalate updated on your fixes.

#### Integration approval

When the major QA issues are resolved, your Customer Success representative confirms that your data can go live. Pixalate then finishes any remaining product setup and user access.

#### User access

The users you listed on the User Access Verification Form get an email inviting them to create a Pixalate account. The account gives access to the Analytics dashboard and the other Pixalate solutions in your plan. To add people later, ask your Customer Success representative. See [Sign in and manage your account](/get-started/account-access).

#### Dashboard training

Your Customer Success representative trains your team on the dashboard, with a focus on finding IVT sources and improving traffic quality post-bid. Ask about more sessions if you need them.

## Next steps

#### [Choose an integration method](/analytics/integration-methods)

Compare tag, video, click and server-to-server options.

#### [The Pixalate tag and macros](/analytics/tag-and-macros)

Parameters, macro mapping and how to test your macros.

#### [Run and customize reports](/analytics/reports)

Find IVT and viewability in the dashboard once your data is live.

#### [Analytics Reports API](/apis/analytics-reports-api)

Pull your Analytics data into your own systems.

For help with an integration, contact your Customer Success representative or [support@pixalate.com](mailto:support@pixalate.com).