Data discrepancies may occur between Airbridge and ad channels, as well as between Airbridge and app stores. The following are some of the major reasons why data discrepancies occur.
Differences in the attribution models
Differences in data collection methods
Differences in fraud validation rules
Attention
Make sure the channel integration with Airbridge is completed before checking up on the causes of data discrepancy.
Refer to the articles below to find out why data discrepancies occur between Airbridge and ad channels.
Apple Search Ads (to be updated)
Petal Ads (to be updated)
There may be data discrepancies due to the time it takes to pull data from ad channels or to feed the data to the Airbridge reports. Cost data, in particular, may be different between Airbridge and the ad channel depending on the time of reporting.
Airbridge pulls the cost data from the past 7 days, every 4 hours, 6 times a day starting at 3:00 PM (UTC). As the updates are not real-time, there may be data discrepancies between Airbridge and the ad channel, depending on the time of reporting.
Refer to the information below to learn why data discrepancies occur between Airbridge and app stores.
App stores record app installs after the user downloads the app. Airbridge records app installs only after the first launch. Users that never launch are not counted in Airbridge, even if they do install.
Data is collected based on different time zones, as listed below.
Google Play: Pacific Time (PT)
App Store: Coordinated Universal Time (UTC)
Airbridge: The app time zone set when registering with Airbridge
App stores use user IDs (e.g. Apple ID, Google Play ID) to connect ad interactions with app installs. Airbridge uses advertising IDs and device IDs.
For more details on the identifiers Airbridge uses for attribution, refer to this article.
There may be data discrepancies after installing the Airbridge SDK into an existing app and releasing the update. Every time existing users launch the updated app for the first time, Airbridge counts new app installs, whereas app stores do not.
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