Sometimes there are discrepancies between the tracker’s information and the iTunes App Store or Google Play reports. Don’t freak out, this is what could be happening.
Install Record Date
App Stores record downloads, while trackers record Installations and opens. Also, the time zone is set by the stores, meanwhile in the making of your campaign with the tracker, you get to choose the time zone. This time difference can influence the numbers.
A user downloads candy crush but later on decides not to open it and get addicted to it for life. The user deletes the app immediately >>> The stores will register one download, while the tracker won’t show any numbers at all.
A user downloads an app but doesn’t get the chance to launch it. He forgets he has it on his mobile until 2 weeks later, while on holidays, opens the app and starts playing >>> The stores will register one download, while the tracker won’t show any numbers at all until the user launches the app.
A lucky user gets a new mobile device. He synchronizes the new device with his iTunes or Google Play account and re-install all apps on his previous device >>> The stores will not take these new installations into account, but the tracker will record it as an organic installation.
App Stores record one install per unique new user, taking into account app uninstalls, users with multiple devices and upgrades. The tracker usually records new users install the app AFTER the SDK has been integrated. Users that have had the app before will be re-counted, as well as re-installations in different devices with different accounts.
A user installs an app he really likes on both: his smartphone and tablet >>> The stores will count only one installation, but the tracker will record 2 different ones.
Please take into account that some stores show unique users, while trackers show unique devices.
Google ads usually have a 72-hour delay in processing 3rd party install notifications, so sometimes the discrepancy between these numbers will be solved after this period of time. Between 10% to 20% of discrepancies happen between Google and the tracker.
In some cases, these updates will result in discrepancies. Also, shortening your SDK attribution delay may cause your SDK to miss outlying attributions whose referrers are not received during your adjusted delay window. These late attributions will still be reflected in your callbacks and dashboard. This is because adjusted still wait for and subsequently attribute all reftag-based clicks regardless of how the length you set your SDK attribution delay.
and Facebook Mobile Ads Dashboard.
Facebook uses a 1-day view with a 28-day lookback window. Trackers only report installations generated during this 28 day period. Also, Facebook Ads Manager shows results taking into account impressions or click-times, instead of installations or conversions, as configured with your tracker.
Keep in mind that trackers do not report ad-view installations on CPI / CPA campaigns.
If you notice a very big discrepancy in numbers, don’t hesitate to ask your 3rd party tracker, who is the certified authority to determine valid installations, or ask your account manager.
We will be glad to help you.