The impressions from Audience reporting do not match up with the vendor/ad server impressions
Check these:
Reporting parameters
Are the reports in the same timezone and looking at the same date range?
Are the reports pulling in the same campaign, site, placement, creative and other parameters?
Pixel coding
Is the Lucid Pixel secure?
The pixel should start with https. Secure pixels should be used unless there is specific reason to use non-secure pixels.
Does the pixel contain a cache-buster?
The pixel should contain a parameter at the end: &cachebuster=[cachebustermacro]
Are there any spaces in the pixel coding?
There should be no spaces in the pixel, as it will break the string.
Are there any special characters in the pixel?
Some publishers/devices do not accept special characters such as curly brackets: { } or square brackets: [ ]
Implementation
Is the Lucid Pixel running with any other fourth-party pixels that may block fires or incorrectly re-direct to the pixel?
If applied in a third-party ad server, is the pixel also applied to default creatives?
The wrong information is showing up in Audience reporting
Check these:
Pixel values
Does the pixel contain the desired hard-coded values or macros that will dynamically populate with the desired values?
Macros
Are you using the correct macros for the ad server in which the Lucid Pixel is implemented?
Delimiters
Is the proper delimiter present between each pixel parameter?
The pixel should contain ‘?’ after base pixel coding and before first parameter and ‘&’ between each subsequent parameter.