In todayâs post we talk about the discrepancies we can find in the data from Analytics Platforms (Google Play Console, Apple iTunes Connect or Google Analytics) and Mobile Attribution Platforms (trackers).
The constant analysis can bring multiple advantages, such as:We can have a better understanding of user behavior.For any particular report, we can quickly identify the best platform to pull the data from.We start reacting efficiently facing the anomalies in the obtained results.We can detect technical, product or usability problems in our app.We can set benchmarks in the data discrepancy.We can detect which of our app screens need to be enhanced.We are able to make better decisions about the product and anticipate changes in the roadmap.Installs in Google Play Console & iTunes Connect vs. AppsFlyer, Adjust and othersWhat is considered an install by the Attribution Platforms like, Adjust, Kochava or Tune?
The logic answer would be that the install is counted when the user downloads an app from the App Store or Google Play.
This SDK allows Attribution Platforms detect the first opening of the app by the user and track the events that we are interested in, such as âregistrationâ or âpurchaseâ.The only two systems that know the realof an app are Google Play Console and iTunes Connect.
For this reason, when we extract the acquisition data from these two platforms and compare them with the data from our Attribution Platform, we find discrepancies between them.It is important to understand the reasons for these discrepancies:The user may have installed the application, but has never opened it.The user may have installed, but has first opened it in the next few days.The user may have installed, but then uninstalled it and has installed it again.It is possible that the user has installed the app, opened it, but it crashed before the SDK was initialized.It is also possible that the SDK is not triggered right after the first launch, but at a later stage, for example, after performing some in-app action, such as downloading additional content.Another aspect that can cause discrepancies between the stores platforms and the Attribution Platforms is the difference between accounts and devices.
In the opposite case, if the window is set for 1 or 2 days, this install will not be attributed.On the other hand, we need to highlight that the attribution windows of click and impression can have different configurations.