In the world of media buying and affiliate marketing, the term “discrepancy” often arises when analyzing campaign statistics. But what exactly does discrepancy mean, and why is it important for marketers to understand it?
What is a Discrepancy?
What is discrepancy? Simply put, a discrepancy occurs when the number of clicks, impressions, and conversions that you see on different platforms varies. For instance, you might notice that you have 5311 clicks reported by PropellerAds but only 4170 clicks recorded in your external tracker. This difference in reported numbers is what we refer to as a discrepancy.
Where Does the Discrepancy Come From?
Conversions
Conversions are tracked via S2S, or server-to-server, connection. This means that the CPA network transmits the data about the conversions to PropellerAds via a postback link that must be configured at the start of the campaign. This line of connection is relatively stable, and any difference in the statistics can occur if, for example, one of the servers accidentally stops working. This situation is rare, so all your platforms will likely show similar data.
Clicks and Impressions
Clicks and impressions, on the other hand, are registered by each platform individually and based on different algorithms. This situation leaves much more room for discrepancy, and this is what we’ll be talking about in this post.
Mainly, a discrepancy in stats occurs because of multiple redirects between the ad and the landing page. Here’s a standard path that the 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 possible factors. So, the more iterations it takes for a user to reach the advertiser’s page, the higher the chance for discrepancy.
Implications of Discrepancy for Marketers
Understanding discrepancies is crucial for marketers because it affects how they interpret their campaign performance. Discrepancies can lead to misunderstandings about the effectiveness of marketing strategies, which in turn can impact decision-making and budget allocation.
Conclusion: Mitigating Discrepancies
While discrepancies are an inevitable part of digital marketing, understanding their causes and implications can help marketers make more informed decisions. By closely monitoring the paths users take and minimizing the number of redirects, marketers can reduce the chances of discrepancies and ensure more accurate campaign data.
Next time you encounter a discrepancy, remember that it’s a common occurrence and take proactive steps to address it. By doing so, you’ll be better equipped to optimize your campaigns and achieve your marketing goals.