> ## Documentation Index
> Fetch the complete documentation index at: https://help.airbridge.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Data Discrepancies between Apple Ads and Airbridge

Data discrepancies may occur between Apple Ads and Airbridge due to varying reasons. Read on to learn the primary causes of the discrepancy.

<Danger>
  **Attention**

  Make sure the channel integration with Airbridge is completed before checking up on the causes of data discrepancy.
</Danger>

## Differences in the Attribution Model

<AccordionGroup>
  <Accordion title="Attribution rules">
    The differences in the [attribution rules](/en/guides/airbridge-attribution-model) 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.

    * [Attribution window](https://searchads.apple.com/help/reporting/0027-mobile-measurement-providers): 30 days

    ###### 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](/en/guides/setting-attribution-window).
  </Accordion>

  <Accordion title="Ad channels">
    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](/en/guides/airbridge-attribution-model).
  </Accordion>
</AccordionGroup>

## **Differences in Aggregating Data**

<AccordionGroup>
  <Accordion title="Measuring installs">
    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.
  </Accordion>

  <Accordion title="User idenfitication">
    Apple Ads uses Apple's internal identifiers, whereas Airbridge uses [Airbridge Device IDs](/en/guides/identifiers#airbridge-device-id) for user identification, which may result in data discrepancies.
  </Accordion>

  <Accordion title="Time zone difference">
    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.

    * [App Time Zone Setup](/en/guides/set-app-timezone)
  </Accordion>
</AccordionGroup>

<link rel="alternate" hrefLang="en" href="https://help.airbridge.io/en/guides/apple-search-ads-discrepancy" />

<link rel="alternate" hrefLang="ko" href="https://help.airbridge.io/ko/guides/apple-search-ads-discrepancy" />