Overview:
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.
In-App Event Discrepancies Between Meta Ads and Apptrove
In some cases, the number of in-app events reported in Meta Ads may differ from the numbers shown in Apptrove. These differences are normal and are usually caused by differences in reporting logic, attribution rules, or event configuration.
Common Reasons for In-App Event Discrepancies
Reason | Explanation |
Different Attribution Windows | Meta and Apptrove may use different attribution windows when crediting events to campaigns. Events occurring outside Meta's attribution window may still appear in Apptrove reports. |
Unmapped Events | If an in-app event is tracked in Apptrove but not mapped to Meta Ads in the partner integration settings, the event will not be sent to Meta and will only appear in Apptrove reports. |
Revenue Not Shared with Meta | Revenue-related events may appear differently if revenue sharing is disabled for specific events in the Meta integration settings. |
Validation Rules or Fraud Rejections | If installs or events are rejected by Apptrove's Validation Rules or Anti-Fraud system, they may not appear in Apptrove reporting while Meta may still count them based on its own attribution logic. |
Duplicate Event Reporting | If events are being sent to Meta from multiple sources (for example, both Meta SDK and Apptrove), Meta may count duplicate events, resulting in higher numbers than those shown in Apptrove. |
Best Practices to Minimize Discrepancies
Ensure all important in-app events are properly mapped in the Meta Ads integration settings.
Verify that revenue sharing is enabled for revenue-generating events when required.
Use consistent attribution windows across Meta Ads and Apptrove wherever possible.
Avoid sending the same event to Meta from multiple integrations unless intentional.
Regularly review Validation Rules and Anti-Fraud settings to understand why events may be rejected.
Meta DataSet Reporting Differences
Apptrove sends in-app events to Meta using the Conversions API (CAPI). Meta then processes these events alongside data received from other integration methods that may be configured for the same app.
As a result, the event count shown in Meta's Data Set may not exactly match the number of events sent by Apptrove.
This is because a Meta DataSet can receive events from multiple sources, including:
Conversions API (CAPI)
Meta SDK
Server-to-Server (S2S) integrations
Other connected data sources
If multiple event sources are active simultaneously, Meta may report a higher total event count than what is visible in Apptrove.
Note:
When comparing event data between Apptrove and Meta, ensure that the events are being received only through the intended integration method. If multiple event sources are configured, Meta's Dataset reporting will include events from all connected sources, not just those sent by Apptrove.
Broaden Your Knowledge:
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!
