Welcome to Propeller Blog, your go-to resource for mastering performance marketing! Today, we’re diving into an essential topic for every media buyer and affiliate marketer: discrepancies in campaign stats. Discrepancies, or variations in the number of clicks, impressions, and conversions you see on different platforms, can be perplexing and frustrating. But fear not, we’re here to demystify these differences and help you understand where they come from and how to manage them.
What Are Discrepancies?
Discrepancies occur when the campaign stats like clicks, impressions, and conversions are not consistent across different platforms. For example, you might see 5311 clicks in PropellerAds but only 4170 in your external tracker. These differences can arise due to various reasons, and understanding them is crucial for accurate performance analysis and optimization.
Where Do Discrepancies Come From?
Conversions Tracking: Server-to-Server (S2S) Connection
Conversions are typically tracked via an S2S, or server-to-server, connection. This means that the CPA network transmits conversion data to PropellerAds through a postback link configured at the campaign’s start. While this method is relatively stable, discrepancies can still occur if one of the servers temporarily stops working. Such situations are rare, and generally, all your platforms should display similar conversion data.
Clicks and Impressions: Individual Platform Algorithms
Unlike conversions, clicks and impressions are registered by each platform individually, each using different algorithms. This method inherently allows more room for discrepancies. Let’s break down the common factors contributing to these variations:
Multiple Redirects
One of the main reasons for discrepancies is the multiple redirects between the ad and the landing page. Here’s a typical user journey when they click on an ad:
Traffic source → CPA network → Tracker → PropellerAds → Landing page → Advertiser
Each new redirect increases the risk of data loss due to timeouts, ad blockers, and other factors. The more steps it takes for a user to reach the advertiser’s page, the higher the chance for discrepancies in the recorded stats.
Ad Blockers and Timeouts
Ad blockers and timeouts can prevent clicks and impressions from being registered accurately. If a user has an ad blocker enabled, their interaction with the ad might not be recorded. Similarly, if a server takes too long to respond (a timeout), the data might not be transmitted correctly, leading to discrepancies.
Managing Discrepancies
While some level of discrepancy is inevitable, there are strategies you can employ to minimize it:
- Simplify Redirect Paths: Reduce the number of redirects between the ad and the landing page to limit data loss opportunities.
- Monitor Server Health: Ensure that all servers involved in the S2S connection are functioning correctly to avoid data transmission issues.
- Use Reliable Tracking Software: Invest in robust tracking solutions that can handle large volumes of data and provide accurate stats.
Conclusion
Discrepancies in campaign stats can be a significant challenge for media buyers and affiliate marketers. By understanding where these discrepancies come from and implementing strategies to manage them, you can ensure more accurate performance analysis and better optimization of your campaigns. As we move forward in the ever-evolving world of performance marketing, staying informed and proactive in addressing these issues will be key to maintaining a competitive edge.
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