In the world of media buying and affiliate marketing, understanding your campaign statistics is crucial for optimizing performance and achieving your goals. However, one common issue marketers face is the discrepancy in campaign stats like clicks, impressions, and conversions. This define discrepency can be confusing and frustrating, but understanding its origins can help you manage it effectively.
What is a Discrepancy?
A discrepancy occurs when the number of clicks, impressions, and conversions you see on different platforms varies. For instance, you might see 5311 clicks in PropellerAds and 4170 clicks in your external tracker. This difference in numbers is what we call a discrepancy.
Where Does the Discrepancy Come From?
Conversions: The Stable Connection
Conversions are tracked via an S2S (server-to-server) connection. This means that the CPA network transmits the data about the conversions to PropellerAds through a postback link configured at the beginning of the campaign. This method of tracking is relatively stable, and any differences in the statistics can occur if, for example, one of the servers stops working accidentally. Such situations are rare, so your platforms will likely show similar data for conversions.
Clicks and Impressions: The Unstable Variables
Clicks and impressions, on the other hand, are registered individually by each platform based on different algorithms. This situation leaves much more room for discrepancy, and this is what we’ll be focusing on in this article.
The Main Cause of Discrepancy
The primary reason for discrepancies in stats is the multiple redirects between the ad and the landing page. Here's a standard path that a user takes when clicking the ad:
Traffic source → CPA network → Tracker → PropellerAds → Landing page → Advertiser
Each new redirect exposes the chain to the risk of losing data due to timeouts, ad blockers, and many other factors. Therefore, the more iterations it takes for a user to reach the advertiser’s page, the higher the chance for discrepancy.
Managing and Minimizing Discrepancy
Understanding where discrepancies come from is the first step in managing them. Here are a few tips to help minimize discrepancies:
- Optimize Redirects: Minimize the number of redirects in the user journey to reduce the risk of data loss.
- Synchronize Tracking Pixels: Ensure that all tracking pixels and postback links are correctly configured and synchronized across platforms.
- Monitor Server Uptime: Regularly check the uptime of your servers and those of your partners to ensure stable connections.
- Use Reliable Tracking Software: Invest in reliable tracking software that can handle data accurately and reduce the chances of discrepancies.
Conclusion
Discrepancies in campaign statistics can be a significant hurdle in optimizing your marketing efforts. By understanding the causes and implementing strategies to minimize them, you can ensure more accurate data and better decision-making. As the digital marketing landscape continues to evolve, staying informed and proactive about managing discrepancies will be crucial for maintaining an edge in performance marketing. Consider the implications of these discrepancies and explore potential solutions to improve your campaigns' accuracy and effectiveness.