Data Discrepancies between Apple Search Ads and Airbridge
Written by Jeongwon Kim,Data discrepancies may occur between Apple Search Ads and Airbridge due to varying reasons. Read on to learn the primary causes of the discrepancy.
Attention
Make sure the channel integration with Airbridge is completed before checking up on the causes of data discrepancy.
The differences in the attribution rules of Apple Search Ads and Airbridge may cause the data discrepancy. In particular, the definition and configuration of the attribution window differ.
App installs are collected within the attribution window. Data is displayed by ad engagement date.
Attribution window: 30 days
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 Search Ads attributes conversions to Apple Search Ads when there has been any interaction with an ad from Apple Search 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 Search Ads to have been driven by their ads to ads from other ad channels.
For more details on this issue, refer to this article.
Apple Search Ads and Airbridge have different methods of measuring app installs.
An app download after an ad engagement is measured as an install.
Redownloads that occur after uninstall are measured as new installs.
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 Search Ads uses Apple's internal identifiers, whereas Airbridge uses the ad ID or Airbridge Device ID for user identification.
Apple Search Ads shows the installs of users that have activated Limited Ad Tracking (LAT) in its dashboard but does not share this data with any third party. Therefore, such installs are shown as "Unattributed" in Airbridge.
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.
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