Discrepancies with Facebook Mobile Ads Dashboard

Introduction

Sometimes discrepancies occur between the Facebook dashboard and the AppsFlyer dashboard.

While we work closely with Facebook to minimize these discrepancies, advertisers should be aware of the following reasons for them: 

Cause Facebook AppsFlyer

Install Record Date

Facebook records new installs on the Click/View Time.

AppsFlyer records new installs on installation time (the very first launch of the app)

Multi-Channel Source
Attribution

Facebook attribution works as specified above regardless of other sources. 

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

Possible Issues

 Note

Facebook reports on cross-device attribution. This could sometimes cause issues where a campaign for one platform (iOS/Android) would show an install for another platform.


AppsFlyer supports both Click-Through and View-Through attribution.  To minimize discrepancies between the Facebook and AppsFlyer platforms, ensure both the Click-Through and View-Through Lookback windows are the same.

AppsFlyer reports on the installs generated from clicks with 28 day click-through (same as Facebook).

AppsFlyer also reports on ad view installations from views with a 1-day view-through (same as Facebook).

To view the different attribution windows on Facebook (compare the click-through attributed installs on Facebook with those on AppsFlyer), visit Facebook and configure the attribution window as shown in the following screenshot:

Installs from Re-Engagement Campaigns in My UA Dashboard?

A re-engagement campaign can cause users to open an already installed (re-engagement) app or to install the app. When AppsFlyer recognizes a previous install of the app on the same device, AppsFlyer refers to this conversion as re-attribution. When considering this install as the first install of the app on this device, the install appears as a new install and is counted in the user acquisition dashboard and not the re-targeting dashboard.

 Notes

  • While Facebook 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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