I seem to have a lot of impressions or ad views on my reports, but when I look further into the statistics, I see a lot fewer actual visitors to my site. What could be causing this discrepancy?

An impression or ad view is accomplished when the user’s browser attempts to view the page that is clicked upon (your site). However, if a firewall, router, or other type of filtering device stops the visitor from actually reaching your page, the PPC search engine may count this as an impression anyway. Check with your provider to see if they have any way of calculating this phenomenon or will compensate you in some way for it.