Data Discrepancies between TikTok For Business and Airbridge
Written by Jusang Song,Data discrepancies may occur between TikTok For Business 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 from TikTok For Business.
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 TikTok For Business and Airbridge may cause the data discrepancy. In particular, the definition and configuration of the attribution window differ.
TikTok For Business
The following attribution settings are supported for App Promotion campaigns by TikTok For Business.
Click-through: 1 day or 7 days
View-through: off or 1 day
Engaged View-through: 1 day or 7 day
For more details, refer to this article from TikTok For Business.
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 from the day a click occurred by default
The lookback window and the attribution window can be configured on the [Management]>[Attribution Rule] page. For more details, refer to this article.
TikTok For Business attributes conversions to TikTok For Business when there has been any interaction with an ad from TikTok 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 TikTok For Business to have been driven by TikTok For Business to ads from other ad channels.
For more details on this issue, refer to this article.
TikTok Ads Manager dashboard shows installs as well as post-install events in cohorts based on the date of the ad impression or click. In contrast, 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.
When the time zones for TikTok For Business 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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