Overview
It’s common to see differences between install data shown in app stores (App Store / Play Store) and in Apptrove. Understanding what causes these gaps—and what you can do to reduce them—helps ensure more reliable data and better decision-making.
What Are Discrepancies Between Store & Apptrove
Discrepancies occur when the number of installs, re-installs, or metrics reported by the app stores differ from what Apptrove attributes and displays. These differences arise because the two systems use different definitions, timing, and attribution logic.
We already have an article on App Store and Play Store Discrepancies, which covers many of the underlying causes.
Why Apptrove Often Records Fewer Installs
Here are common reasons why app store installs > Apptrove attributions:
Cause | What the Store Records | What Apptrove Records / Behavior |
Install without launch | Store counts when download + installation finishes | Apptrove requires first app open / SDK init before counting |
Date / Time of record differences | Store logs install date at download time | Apptrove uses the first-open timestamp as install time |
Time zone mismatches | Stores use local or store’s default time zone | Apptrove uses project’s configured time zone (or UTC) |
Reinstalls within re-attribution window | Store may count each reinstall | Apptrove may ignore a reinstall if it falls inside the re-attribution window (i.e. treat as same user) |
User never opened app | Still counted by store | Not counted by Apptrove (SDK never ran) |
Why Apptrove May Record More Installs
In some scenarios, Apptrove’s recorded installs exceed the store counts. Possible causes:
Cause | Store Behavior | Apptrove Behavior / Explanation |
Upgrading to an SDK version | Store sees it as existing user (no new install) | Apptrove may count the first run with the new SDK as a new install if SDK wasn’t present earlier |
Device ID changes / Advertising ID reset | Store sees the same user/device | Apptrove might treat as a new install if the device’s identifier changed |
Pre-installs or side-loads | Stores may not count side-loaded installs | Apptrove might register those installs if attribution data is available |
Reinstall beyond attribution window | Store may treat it as re-entry or update | Apptrove may count it as a fresh install if outside the attribution window |
Comparative Table of Discrepancy Causes
Discrepancy Type | More Installs in Store | More Installs in Apptrove |
Install w/o open | ✅ |
|
Time zone / date offset | ✅ |
|
Reinstall within window | ✅ |
|
SDK version / upgrade |
| ✅ |
Device/ID resets |
| ✅ |
Side loads / out-of-store installs |
| ✅ |
Reinstall beyond window / re-entry |
| ✅ |
Strategies to Reduce Discrepancies
To minimize the differences between store data and Apptrove data, consider the following:
Use larger date ranges
When comparing data, use a broader time window to absorb timing offsets or delays.Align time zones
Ensure your project settings, reports, and store reporting use the same time zone to reduce offset errors.Configure re-attribution window appropriately
Apptrove allows you to set a re-attribution window (for how soon a reinstall is considered same user or new). Align this setting with how you expect your user behavior to be counted.Encourage users to open the app immediately
The sooner users launch after installation, the more likely the SDK runs and Apptrove captures the install.Track SDK adoption / upgrades
Monitor spikes or anomalies around app SDK version changes, since new installations may be misclassified.Be aware of device ID / ad ID changes
If your user base resets their advertising IDs or switches devices, it can create “new install” entries in Apptrove that don’t match store behavior.Segment & diagnose outliers
Use raw logs or detailed reports to find specific installs that appear only in store or only in Apptrove. Investigate those outliers for patterns.
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Feel free to reach out to us at any time by emailing us at support@apptrove.com or by using the in-platform chat feature. We'd love to hear from you!
