Discrepancies With Twitter Ads Dashboard

Introduction

Although we work closely with Twitter, discrepancies might appear between the Twitter dashboard and the AppsFlyer dashboard/reports.

These are the common reasons for such discrepancies that advertisers should be aware of: 

Cause Twitter AppsFlyer

Attribution Window

Twitter allows its users to configure the attribution window and supports both click-through and view- through attributions. By default - 14 days click-through and 1 day view-through. 

If you have not configured the AppsFlyer attribution lookback window for Twitter with the same values as in Twitter, discrepancies may occur.

Multi-Channel Source Attribution   

Twitter's attribution works as specified above regardless of other sources. 

AppsFlyer uses last click attribution (more information about AppsFlyer attribution available here)

Timezone Differences 

Twitter's timezone is defined by the advertiser's app configured timezone.

AppsFlyer's timezone is GMT/UTC.

Install Time Differences

Twitter shows installs based on the click time (referred to as "engagement time").                

AppsFlyer displays the time of the first app open.

Attribution Touch Type

Twitter's attribution is based on their own clicks and impressions

AppsFlyer gives priority to click-through attribution over view-through attribution. If Twitter counts an impression and AppsFlyer is aware of an additional click within the click-through attribution window, the click from another source is attributed on AppsFlyer's dashboard.  On Twitter, the impression is attributed and is presented on their dashboard.   

 Notes

  • While Twitter shows all installs of a re-targeting campaign in the same place, on the AppsFlyer dashboard, installs are divided between the Overview page (new installs) and the Re-Targeting page (re-attribution and re-engagements).
  • As a result of AppsFlyer's Validation Rules, results may differ in the dashboards as some installs are shown in Google AdWords and are not shown in the AppsFlyer dashboard.
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