At a Glance: Understanding how to minimize Facebook Ads discrepancy can be tricky, but don't worry! This article will provide you with the insight you need to succeed.
While you run your campaigns on Facebook and use Apptrove to view stats for different KPIs such as clicks, installs, impressions, and more, there are cases when your data might not match the exact value shown on your Facebook panel. While we work closely with Facebook to minimize these discrepancies, advertisers should be aware of the causes.
Discrepancies Between Apptrove and Facebook Ads
The following table outlines common causes of data discrepancies between Facebook Ads and Apptrove
Cause | Apptrove | |
Click Attribution Lookback Window | The default is 7 days | Configurable between 1-30 days. Ensure it's set to 7 days to match Facebook's default.
|
View-through attribution lookback window | 1 day | Default is 1 day. |
Multi-channel source | Attributes install to Facebook regardless of other media sources. | Utilizes last-click attribution, crediting the last source before the install.
|
Cross-device attribution | Attributes users who click and install across different devices (e.g., iOS/Android/desktop).
| Attributes install only when engagement and install occur on the same device.
|
Different time zones | Facebook Ads' default reporting time zone is Pacific Standard Time (PST). Make sure to change it in Facebook Ads Manager to match the app time zone defined in the app settings in Apptrove. | Reporting time zone is configurable. Ensure it matches Facebook's setting to minimize discrepancies. |
Google Install referrer | Attributes installs without an advertiser ID using the Google Play install referrer, which may not be reported back to Facebook Ads, causing discrepancies. | Reports these installs, potentially leading to differences in data.
|
Deeplink re-engagement attribution | Does not report deep-linked re-engagements back to Facebook Ads, causing discrepancies. | Reports these re-engagements, potentially leading to differences in data. |
Example of Attribution Discrepancy
Consider the following scenario:
A user views or clicks on a Facebook ad for "Demo App."
Subsequently, the same user interacts with an ad for "Demo App" on another network, "GreatAdNetwork," and proceeds to install the app.
Facebook Ads attributes the conversion to itself, as it occurred within their attribution window.
Apptrove attributes the install to "GreatAdNetwork," since it was the last engagement before the install.
This difference in attribution logic is a primary reason for data discrepancies between Facebook Ads and Apptrove.
Recommendations to Minimize Discrepancies
Align Attribution Windows: Ensure that both Facebook Ads and Apptrove have matching click and view-through attribution windows.
Consistent Time Zones: Set the same reporting time zone on both platforms to ensure data consistency.
Understand Attribution Models: Recognize that Facebook may attribute conversions across devices and channels differently than Apptrove.
Regular Data Audits: Periodically compare data from both platforms to identify and address discrepancies promptly.
By implementing these practices and understanding the attribution methodologies of both platforms, you can achieve more accurate and consistent reporting for your campaigns.
Broaden Your Knowlege:
We are delighted to have assembled a world-class team of experienced professionals who are ready to take care of your queries and answer any questions you may have.
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!
