In the fast-paced world of media buying and affiliate marketing, understanding the intricacies of campaign stats is crucial. One term that often comes up in the context of performance marketing is "discrepancy." But what does it mean, and why does it happen? This article dives into the discrepancy meaning and explores why your campaign stats might not always align across different platforms.
What is a Discrepancy?
We call it a discrepancy when the number of clicks, impressions, and conversions that you see on different platforms varies. For example, you might see 5311 clicks registered in PropellerAds but only 4170 in your tracker. Discrepancies can be confusing and frustrating, especially when trying to measure the success of your campaigns accurately.
Where Does the Discrepancy Come From?
Conversions
Conversions are tracked via S2S, or server-to-server, connection. The CPA network transmits data about the conversions to PropellerAds via a postback link configured at the start of the campaign. This line of connection is relatively stable, and any difference in 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. 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.
Why It Matters
Understanding the discrepancy meaning and its causes is essential for optimizing your campaigns. Discrepancies can affect your budget allocation, performance metrics, and overall strategy. By identifying where and why these discrepancies occur, you can take steps to minimize them and ensure more accurate reporting.
Conclusion
Discrepancies in campaign stats are a common issue in performance marketing, but they don't have to be a roadblock. By understanding their causes and implications, you can better manage your campaigns and improve your results. Always monitor your stats closely, configure your tracking accurately, and be proactive in addressing any discrepancies that arise. As the digital marketing landscape continues to evolve, staying informed and adaptable will be key to your success.