Why Can a Media Item Have More Clicks Than Impressions?

by Zack Cilia

Last updated: 14-Sep-2026

HTML5 banners can sometimes show more clicks than impressions.
When an affiliate uses the HTML code for a banner rather than the JavaScript code, the banner can be served directly without MyAffiliates recording an impression.
However, clicks on the banner can still be tracked against the correct Media ID.
As a result, the report may show more clicks than impressions for an HTML5 banner.