In the dynamic world of media buying and affiliate marketing, one term that often puzzles even seasoned marketers is “discrepancy.” It’s a common scenario: you’re eagerly monitoring your campaign stats, only to notice that the clicks, impressions, and conversions reported by different platforms don’t match up. For instance, you might see 5311 clicks in PropellerAds but only 4170 in your tracker. So, what causes this define discrepency, and how can you manage it?
Understanding Discrepancy
Discrepancy refers to the variations in the number of clicks, impressions, and conversions recorded by different tracking platforms. This issue is particularly relevant in performance marketing, where accurate data is crucial for optimizing campaigns and maximizing ROI.
Where Does Discrepancy Come From?
Conversions: The Stable Yet Tricky Metric
Conversions are typically tracked via an S2S (server-to-server) connection. The CPA network transmits conversion data to PropellerAds through a postback link set up at the campaign’s start. This method is relatively stable, and discrepancies here are rare, usually occurring only if a server temporarily fails. Hence, most platforms will display similar conversion stats.
Clicks and Impressions: The Main Culprits
Clicks and impressions, however, are a different story. Each platform registers these metrics individually using its algorithms, creating ample room for discrepancies. The primary reason for this is the multiple redirects a user’s click undergoes from the ad to the landing page.
The Journey of a Click: A Path Fraught with Discrepancy
To understand how discrepancies occur, let’s look at a typical user path:
- Traffic source
- CPA network
- Tracker
- PropellerAds
- Landing page
- Advertiser
Each redirect in this chain increases the risk of data loss due to factors like timeouts and ad blockers. The more steps a user’s click goes through, the higher the chance of discrepancy.
Common Causes of Discrepancy
- Timeouts: If a server in the redirect chain is slow or unresponsive, the click may not be registered.
- Ad Blockers: Some users have ad blockers that can prevent clicks and impressions from being recorded.
- Algorithm Differences: Each platform uses different methods and technologies to track clicks and impressions, contributing to variations.
- Technical Glitches: Occasional technical issues on any platform can lead to data loss.
Managing Discrepancy: Best Practices
While discrepancies can’t be entirely eliminated, they can be managed. Here are some best practices:
- Optimize Redirect Paths: Minimize the number of redirects to reduce the risk of data loss.
- Regular Audits: Perform frequent checks to ensure all tracking links and postback URLs are correctly set up and functioning.
- Use Reliable Platforms: Partner with trustworthy and reliable ad networks and tracking platforms to reduce technical issues.
Conclusion: The Path Forward
Discrepancies in campaign stats are a fact of life in performance marketing, but understanding their causes and implementing best practices can help minimize their impact. As the industry evolves, staying informed and adaptive will be key to navigating these challenges. By keeping your redirect paths efficient and your tracking methods robust, you can ensure more accurate data, leading to better campaign decisions and higher ROI.
So, next time you spot a discrepancy, you’ll know exactly where to look and what steps to take. Happy marketing!