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Actuals Report

This is expected. The Retention report excludes duplicate installs, but the Actuals report does not, so the Retention report’s Installs (App) is usually lower than the Actuals report’s. The Retention report deduplicates based on the [Identifier] setting. It uses the Airbridge Device ID for Device, the Airbridge ID for User. Installs (App) for the same identifier on the same date count as one. Installs on different dates are counted separately. For more details about the identifiers in Airbridge, refer to this article.
If you have properly installed the Airbridge SDK, Airbridge tracks the Install(App) event without any additional event settings. However, the Install (App) event is aggregated only when the app is opened after the install. If the app is installed but not opened, it will not be aggregated as an Install (App) event.
The identifiers used to determine whether an event is the first event differ by GroupBys. For more details, refer to this article.When selecting Is First Event per User ID as GroupBy, the first event is aggregated for the platform based on User ID. For example, if Event A first occurred in the web environment and the same event occurred in the app environment, the event that occurred in the web environment is aggregated as the first event.
The channel information of data without any channel parameter value is displayed as $$default$$. When creating tracking links using the Airbridge dashboard, the channel parameter is always added. However, when creating tracking links through different methods, the channel parameter may be left out. In such cases, the channel name is displayed as $$default$$.
  • Tracking link with channel parameter: https://abr.ge/@your_app_name/ad_channel?campaign=abc
  • Tracking link without channel parameter: https://abr.ge/@your_app_name?campaign=abc
For more details on tracking links and parameters, refer to this article.
The data in the Actuals Report may be updated due to the following reasons.
  • Data correction to fix missing data issues
  • Varying query results based on Date Option settings
Read on for more details.

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Data correction to fix missing data issues

The major causes for missing data issues are as follows.
  • Unstable user network environments: This can lead to delays in event aggregation.
  • App backgrounded or closed shortly after event occurrence: The event may be sent to the Airbridge server before the app is sent to the background or closed.
Airbridge performs daily data correction at 9:00 PM UTC to prevent missing data. This correction process adds any missing events from the previous two days (24 hours). As a result, some metrics in the Actuals Report may increase due to data correction.Therefore, most data will stay unchanged for the query data, while data from two days prior (D-2) may be adjusted.ExampleLet’s say you are querying data in the Actuals Report on January 3rd, 11:00 PM (UTC).
  • The data from January 1, 3:00 PM (UTC) to January 2, 11:00 PM (UTC) is not finalized yet.
  • The data collected before January 1, 3:00 PM is finalized.

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Varying query results based on Date Option settings

The time it takes for the Actuals Report query results to be finalized can vary depending on the Date Option settings. If the Date Option is set to the Target Event Date or Touchpoint Date, the event will be aggregated on the date the Target Event occurred or the Touchpoint occurred, even if it happened in the past.As a result, the Actuals Report metrics may change based on the query time until the attribution window ends.ExampleLet’s say the Date Option is set to Touchpoint Date in the Actuals Report you queried today, which is February 10.
  • If the report shows 10 installs for February 1, it means that the touchpoints that occurred on February 1 contributed to 10 installs.
  • The report may show 11 installs for February 1 on the next day, February 11, because if the attribution window is still open, more installs can be collected as a result of the touchpoints that occurred on February 1.
google.adwords and google are different channels.google.adwords is the display name of Google Ads in Airbridge. Google Ads data is aggregated under google.adwords as channel name. The display names of the ad channels integrated with Airbridge can be found here.google is not the display name of Google Ads in Airbridge. It is highly likely that a Custom Channel has been given the name google when creating a tracking link for a Custom Channel.
The app install counts in the Touchpoints Analysis Report and the Touchpoints Overlap Report may not be displayed the same due to the following reasons.
  • Timezone difference
  • Aggregation difference

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Timezone difference

The reports are based on different time zones.The timezones for the Touchpoints Analysis Report and the Touchpoints Overlap Report are fixed to KST. The timezone for the Actuals Report, however, is based on the App timezone by default and can be changed to a different timezone by report view.Therefore, unless the timezone for the Actuals Report is set to KST, the app install count may differ between the Touchpoints Analysis Report or the Touchpoints Overlap Report and the Actuals Report.

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Aggregation difference

When selecting Installs as the analysis target in the Touchpoints Analysis Report and Touchpoints Overlap Report, the Total or Total Conversions shows the number of total installs, which is the first install a unique user has performed during the set date range.In the Actuals Report, however, when selecting the Installs (App) as a metric, you can view the total number of installs performed during the set date range. Therefore, install count may include multiple installs performed by a single user.Refer to the example below.ExampleReports may show a single user’s app install count differently. For example, let’s say a user performed the following events.
  1. App installed on January 1
  2. App deleted on January 2
  3. App installed on January 3
When the date range is set for January 1 to January 3, the app install count will appear in the respective reports as in the following table.
When creating a cohort metric, the default Return Event is “Open (App)” and the default Revenue Event is “Order Complete (App).” If such events are inactive, it means that the event data has not been collected yet. Make sure the SDK is properly set up to collect the event data you need. When the setup is complete, wait until the event data is collected. For more information, refer to this article.

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Trend Report

If the default metric of the Trend Report, which is Installs (App), is inactive, it means that the Install (App) event has not been collected yet and, therefore, cannot be used as a metric. Make sure the SDK is properly set up to collect the data you need. When the setup is complete, wait until the event data is collected. Alternatively, you can click on the “Installs (App)” metric chip to replace it with a different metric that is available.For more information about metrics, refer to this article.
When creating a cohort metric, the default Return Event is “Open (App)” and the default Revenue Event is “Order Complete (App).” If such events are inactive, it means that the event data has not been collected yet. Make sure the SDK is properly set up to collect the event data you need. When the setup is complete, wait until the event data is collected. For more information, refer to this article.

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Privacy Policy

Due to the privacy policies of Google Ads, Meta Ads, and TikTok For Business, some metrics attributed to these ad channels before December 21, 2025 are counted as 0 and reported as unattributed. Some touchpoint data such as Campaign, Ad Group, and Ad Creative is also unavailable in Airbridge.Data attributed on or after December 21, 2025 is not affected.Metrics processed as unattributedWhich metrics are processed as unattributed depends on the [Date Option] set in the Actuals report. The same metric can be counted as attributed or processed as unattributed depending on the date option. See below.The metrics above are processed as unattributed, and the numbers attributed to the ad channel are reported as 0, when all of the following are met.
  • Date range: The attribution occurred before December 21, 2025.
  • Ad channel: The attributed channel is Google Ads (google.adwords), Meta Ads (facebook.business), or TikTok For Business (tiktok).
  • Touchpoint type: The Touchpoint Generation Type of the attributed touchpoint is Self-attributing Network. For TikTok For Business, the Tracking Link type also applies.
Example: Metrics processed as unattributed so the numbers attributed to the ad channel report 0Suppose 10 Order Complete (App) events attributed to Meta Ads occurred before December 21, 2025 and they meet the conditions for unattributed processing. The result varies by date option:
When you view data attributed to Google Ads, Meta Ads, or TikTok For Business before December 21, 2025 with the [Date Option] set to Event Date, the number of unattributed users can be higher than the number of unattributed events. Under Event Date, the privacy policy applies only to metrics with “Users” in their name, so only those are reported as unattributed.Example: Unattributed users outnumber unattributed eventsSuppose 20 users each performed the Order Complete (App) event once before December 21, 2025. Of these, 10 were attributed to Google Ads and the other 10 were not attributed. With the [Date Option] set to Event Date, the unattributed user counts appear as follows.