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Data discrepancies may occur between Apple Ads and Airbridge due to varying reasons. Read on to learn the primary causes of the discrepancy.
AttentionMake sure the channel integration with Airbridge is completed before checking up on the causes of data discrepancy.

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Differences in the Attribution Model

The differences in the attribution rules of Apple Ads and Airbridge may cause the data discrepancy. In particular, the definition and configuration of the attribution window differ.
Apple Ads
App installs are collected within the attribution window. Data is displayed by ad engagement date.
Airbridge
The winning touchpoint is determined from the touchpoints collected within the lookback window. Data is displayed by app install date.
  • Lookback window: 7 days by default
  • Attribution window: 7 days by default
The lookback window and the attribution window can be configured on the [Management]>[Attribution Rules] page. For more details, refer to this article.
Apple Ads attributes conversions to Apple Ads when there has been any interaction with an ad from Apple Ads within the attribution window. Airbridge, however, collects touchpoints from various ad channels and attributes conversions to a winning touchpoint based on the attribution model used in Airbridge. Therefore, Airbridge may attribute some of the conversions claimed by Apple Ads to have been driven by their ads to ads from other ad channels.For more details on this issue, refer to this article.

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Differences in Aggregating Data

Apple Ads and Airbridge have different methods of measuring app installs.
Apple Ads
  • An app download after an ad engagement is measured as an install.
  • Redownloads that occur after uninstall are measured as new installs.
Airbridge
  • App downloads are measured as installs only after the first launch of the app.
  • Installs that occur after uninstall are measured as reinstalls for a certain period of time.
Apple Ads uses Apple’s internal identifiers, whereas Airbridge uses Airbridge Device IDs for user identification, which may result in data discrepancies.
When the time zones of the App Store and Airbridge are set differently, the data will be displayed differently, causing discrepancies. Refer to the following article to understand the app time zone used in Airbridge.