When you dive into the world of media buying and affiliate marketing, one term you’re bound to encounter is discrepancy. At Propeller Blog, we understand how frustrating it can be to see different numbers for clicks, impressions, and conversions across various platforms. But where do these discrepancies come from, and how can you manage them?
What is a Discrepancy?
A discrepancy refers to the differences in campaign statistics such as clicks, impressions, and conversions that appear on different platforms. For instance, you might see 5311 clicks on PropellerAds but only 4170 in your tracking software. This mismatch can be perplexing, but it's a common occurrence in digital marketing.
The Source of Discrepancies
Conversions: The Stable Yet Imperfect S2S Connection
Conversions are generally tracked via an S2S (server-to-server) connection. This means that the CPA network sends data about conversions to PropellerAds through a postback link configured at the beginning of the campaign. Although this method is relatively stable, discrepancies can still arise if, for example, one of the servers goes down. Such incidents are rare, so in most cases, your metrics should align closely.
Clicks and Impressions: Where the Real Challenge Lies
Unlike conversions, clicks and impressions are registered individually by each platform using different algorithms. This is where most discrepancies occur. The more redirects a user goes through from the ad to the landing page, the higher the likelihood of data loss due to timeouts, ad blockers, and other factors.
The Redirect Maze: A Path to Discrepancies
Here’s a typical journey a user takes when clicking on an ad:
Traffic source → CPA network → Tracker → PropellerAds → Landing page → Advertiser
Each new redirect increases the risk of losing data. The longer the path, the higher the chance for discrepancies.
Why Do Discrepancies Happen?
Timeouts: Each redirect adds a slight delay, which can lead to timeouts and lost data.
Ad Blockers: Some users have ad blockers that can intercept and prevent tracking scripts from firing.
Platform Algorithms: Different platforms use varied algorithms to count clicks and impressions, leading to inconsistencies.
Managing Discrepancies: Best Practices
While you can’t eliminate discrepancies entirely, you can manage them effectively:
Optimize Redirects: Minimize the number of redirects to reduce the chances of data loss.
Consistent Tracking: Ensure all tracking scripts and postbacks are correctly set up and tested.
Monitor Regularly: Keep an eye on your stats across platforms to identify and understand any significant discrepancies.
Conclusion: Navigating the Future of Discrepancy Management
Discrepancies in campaign stats are a common hurdle in digital marketing, but understanding their origins and managing them effectively can help you navigate this challenge. As technology evolves, new solutions may emerge to minimize these inconsistencies. Until then, staying informed and proactive is your best strategy. Consider how these insights can refine your current campaigns and prepare you for future ones. The key is to stay vigilant, continuously optimize, and adapt to the ever-changing landscape of performance marketing.