FuelX provides reporting on ad impressions, clicks and attributed conversions.
For ad impressions, we provide counts directly from the ad networks that ads were served on. For example, if ads were served through Google’s Ad Exchange, FuelX reporting will use the Google Ad Exchange API to pull the number of ads served.
FuelX is integrated with Google Campaign Manager (formerly DoubleClick Campaign Manager or “DCM”), the leading provider of independent third party data verification. This allows us to pull attribution data directly from Google and to provide that data directly to advertisers in FuelX reporting.
For clicks, FuelX pulls data directly from Google Campaign Manager to report the number of clicks for any ad group.
For conversions, FuelX pulls data directly from Google Campaign Manager to track view-through and click-through conversions on both single devices as well as cross-environment. FuelX reporting also uses the default Google Campaign Manager attribution model to show the total number of attributed conversions for each ad group.
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Read More about Google's Floodlight Attribution Model