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Facebook, Google, Discrepancies - Coggle Diagram
Facebook
Discrepancies
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Data for re-engagement cannot be directly compared due to different attribution models: user attribution vs. event attribution :two:
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The attribution method of Facebook is engagement-based rather than user based. FB ties an install to the day of the click, not the day of the install. For these and other reasons, we typically see discrepancies hover around 20% or sometimes more.
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For FB, we do not receive individual postbacks as described above, but instead utilise FB’s APIs to receive aggregated SKAdNetwork statistics. In order for us to pull this data, we need the client’s credentials hence the client need to enable their FB account in Partner Ad Accounts.
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Google
Web Campaigns
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Even though these campaigns do not directly send users to the app store, the clicks are still considered for attribution if users install the app.
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