Attribution Discrepancies
When integrating user acquisition strategies, marketers often encounter discrepancies between install counts reported by mobile application platforms like the App Store (iOS) and Play Store (Android), and those reported by attribution partners such as Apptrove. Understanding these differences is crucial for accurate data analysis and strategy optimization.
Understanding Attribution Discrepancies
Attribution discrepancies refer to the differences in reported install counts between app stores and attribution partners. These discrepancies arise due to variations in data collection methodologies, definitions, and reporting criteria employed by each platform.
This is entirely normal, so there's no need to be concerned. In fact, it is motivating app marketers to develop the habit of processing the data we are receiving in a deeper and more analytical way.
Read the knowledge base to learn the main reasons for discrepancies in attribution between Apptrove and app stores. In addition to that, we will share additional tips on how you can minimize them.
Possible Reasons for Apptrove Showing Fewer Attributions
Cause | App Store Behavior (iOS/Play Store) | Apptrove Behaviour | Tips To Follow |
Install Definitions | Both the App Store and Play Store count an install when the user downloads and installs the app, regardless of usage. | Records an install only upon the app's first launch. Users must need to launch or use the app to get their install recorded on Apptrove. | Encourage users to open the app immediately after installation to ensure tracking.
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Install Record Date | Logs the install date as the date of download. | Logs the install date as the date of the app's first launch. | Use larger time spans as your query date range in Apptrove to reduce this disparity. |
Time Zones | Displays data based on the advertiser's local time zone. | Displays data based on the time zone selected by the user. | To lessen this discrepancy, you can configure the app's preferred time zone. |
Reinstallations Within Re-Attribution Window (Android) | May count multiple installs if a user uninstalls and reinstalls the app within the re-attribution window. | Does not count reinstalls within the defined re-attribution window (commonly set to 3 months). | Define and configure the re-attribution window to suit your analysis needs. The re-attribution window has a range of 1 to 24 months. |
Reinstallations Within Re-Attribution Window (iOS) | Records a new install each time a user reinstalls the app. | Does not count reinstalls within the defined re-attribution window (commonly set to 3 months). | Define and configure the re-attribution window to suit your analysis needs.
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Possible Reasons for Apptrove Showing More Attributions
Cause | App Store Behavior (iOS/Play Store) | Apptrove Behaviour | Tips To Follow |
Updating an Existing App Install that doesn’t have Apptrove SDK to one that has Apptrove SDK installed | It won’t be counted as a new install in the app store. They will consider it as an existing customer. | Apptrove will regard the upgrade as a fresh install. | This peak generally drops after the user installs the upgraded version of the app. Also, the new user may try to migrate their existing consumer to Apptrove without any hassle. |
Reset the device's ID and stop ad tracking fraud | Recognizes the user as existing, even if the device ID is reset. | May count a new install if the device ID is reset or if ad tracking is limited. | Apptrove Anti-Fraud Tool will help protect your app from all types of fraud. |
Installations from outside of stores and pre-installations | Google Play doesn’t consider it an install. | May count these installations, leading to higher reported numbers. | Consult documentation when advertising outside official app stores to understand tracking implications. |
Conclusion
Attribution discrepancies are easy to spot. However, understanding the causes of the differences and finding a solution to them is the true issue.
Understanding these causes and implementing the suggested mitigation strategies can help reduce attribution discrepancies and lead to more accurate data analysis.
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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!
