Data discrepancies in reports

Why is there a discrepancy between data in Adsmurai Marketing Platform (AMP) and advertising platforms?

Data discrepancies between advertising platforms and third-party reporting tools like Adsmurai Marketing Platform (AMP) can occur due to various reasons such as attribution models, timezone differences, data processing, platform API limitations, and human error. As a digital marketer, it is important to understand these factors to ensure accurate reporting and make data-driven decisions.

Let’s take a look at some of the most relevant discrepancies reasons: 

• Delay in data transfer: AMP updates data from ad accounts up to 4 times a day. This means that, most of the time, if you're comparing today's results, you might not see the same data on each advertising platform and in AMP. To check when your ad accounts were last read, head to the Organization profile section, specifically the Ad Accounts subsection.
• Attribution window: mMost conversion campaigns are set up with an attribution window of 7 days post-click and 1 day post-view, or even 7-7 or 1-1. Until this time period is closed, data from platforms and AMP may not match 100%. So, it's important to keep this in mind when analyzing your campaign results.
• Timezone differences: Another factor that can cause discrepancies is the difference in timezones between the advertising platforms and AMP. When data is pulled from different time zones, it can cause issues with the reporting. 
• Data processing: Another factor that can cause discrepancies is data processing. When you pull data from advertising platforms into AMP, there can be differences in how the data is processed. For instance, Google Ads reports on a daily basis, whereas Facebook Ads reports on an hourly basis. When you bring data from these different platforms into AMP, the data processing can cause discrepancies.
• Discrepancies Between Google Ads and AMP Conversion Counts: The total number of conversions reported in Google Ads may differ from those displayed in AMP due to the distinct interpretation of conversions. Google Ads accounts for conversions using decimal figures for each ad, potentially attributing half a conversion to one ad and another half to a different ad. Conversely, AMP does not recognize partial conversions, instead rounding them to the nearest whole number. For instance, a conversion of .25 is rounded down to 0, while .75 is rounded up to 1. As a result, for larger conversion volumes, this rounding can cause a significant divergence between the conversion counts in Google Ads and AMP.
• Platform API limitations: Each advertising platform has its own set of limitations with respect to API calls, data accessibility, and data granularity. These limitations can sometimes result in discrepancies when third-party reporting tools like AMP try to pull data from these platforms.
• Human error: Finally, data discrepancies can also be caused by human error. For instance, if you input the wrong dates when creating a report, it can cause discrepancies in the data. Additionally, discrepancies can also occur when there are errors in data mapping or data formatting.