> ## 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 Meta Ads and Airbridge

Data discrepancies may occur between Meta and Airbridge due to varying reasons. Read on to learn the primary causes of the discrepancy. For more details, you may also refer to this [article](https://www.facebook.com/business/help/511923449323749?id=354406972049255) from Meta.

<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 rule">
    The differences in the [attribution rules](/en/guides/airbridge-attribution-model) of Meta and Airbridge may cause the data discrepancy. In particular, the definition and configuration of the attribution window differ.

    ##### Meta

    The following attribution settings are supported by Meta.

    * **Click-through:** 1 day, 7 days
    * **View-through:** 1 day
    * **Engaged-view:** 1 day

    For more details, refer to this [article](https://www.facebook.com/business/help/460276478298895?id=561906377587030) from Meta.

    ##### Airbridge

    The winning touchpoint is determined from the touchpoints collected within the lookback window.

    * Lookback window: 7 days from the day a click occurred by default
    * Attribution window: 30 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">
    Meta attributes conversions to Meta when there has been any interaction with an ad from Meta 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 Meta to have been driven by Meta ads to ads from other ad channels.

    For more details on this issue, refer to this [article](/en/guides/airbridge-attribution-model).
  </Accordion>

  <Accordion title="Aggregated Event Measurement (AEM)">
    When you use AEM, your iOS campaign performance may look different than usual. Meta Ads measures performance using its own methodology to provide AEM attribution data, while Airbridge continues to use the same attribution model as before.

    For more details about AEM, refer to the [Airbridge guide](/en/guides/meta-business-channel-integration#aggregated-event-measurement-aem) or [this article](https://www.facebook.com/business/help/721422165168355?id=1877298665783613) from Meta Business Help Center.
  </Accordion>
</AccordionGroup>

## Differences in Aggregating Data

<AccordionGroup>
  <Accordion title="User identifier">
    Meta aggregates event data using web pixels, mobile SDKs, conversion API, or conversion modeling, and performs attribution. Airbridge mainly uses ADIDs and Airbridge Device IDs to recreate the user journey by connecting the event data with the winning touchpoints. For more details on the identifiers Airbridge is using, refer to this [article](/en/guides/identifiers).
  </Accordion>

  <Accordion title="Ad performance reporting">
    The Meta Ads Manager reports ad performance based on the date of the ad impression or click. By default, Airbridge reports ad performance based on the event timestamp. This discrepancy in the reporting of aggregate data may cause data discrepancies.

    In the Actuals Report, you can use the **Date Option** feature to freely configure how you want to view the ad performance results. When selecting the **is based on Touchpoint Date** option, ad performance results will be reported by the date of the touchpoint and mitigate the data discrepancies. Refer to the following article to learn more.

    * [Date Options for Performance Reporting](/en/guides/actuals-report-aggregation-criteria)
  </Accordion>

  <Accordion title="When data is available">
    When it comes to receiving conversion event data, Meta uses postback which causes a delay of several hours before the data is displayed in the Meta Ads Manager. On the other hand, Airbridge generally displays conversion events in real-time on the dashboard.
  </Accordion>

  <Accordion title="Time zone difference">
    When the time zones for Meta 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>

## Differences in Data Display

<Accordion title="SKAN data">
  At first glance, the iOS campaign performance may appear more successful in Airbridge due to differences in SKAN data display compared to Meta Ads Manager because Meta Ads Manager displays only the click-through attribution data in the reports, whereas Airbridge displays the sum of the click-through and view-through attribution data in the reports.

  For more details, refer to this [article](/en/guides/meta-business-faq#the-skan-data-in-meta-ad-manager-and-airbridge-appear-to-be-different-why-is-it-so).
</Accordion>

## Fraud Validation Rules

Airbridge identifies ad fraud based on the fraud validation rules you configure in your Airbridge dashboard. The fraudulent conversions and touchpoints are processed according to the prevention level you set - they can be marked as fraud but still attributed or not attributed at all. Refer to this [article](/en/guides/fraud-validation-rules#prevention-levels) to learn more about the prevention levels.

Meta, on the other hand, is known not to have a fraud validation rule, which may cause a discrepancy in data.

## Attention

<Accordion title="Meta SDK event duplication">
  We recommend collecting app events using the Airbridge SDK. If the Meta SDK is installed, event duplication may occur. For more information, refer to this [section](/en/guides/meta-business-channel-integration#how-to-prevent-event-duplication) of the article.
</Accordion>

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

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