Acerca de las discrepancias en los informes de TikTok Ads Manager y de los MMP

App conversion reporting discrepancies between TikTok Ads Manager and Mobile Measurement Partners (MMPs) are common and expected because different tools define and calculate conversions differently.

Common causes of discrepancies

• Attribution methodology differences: TikTok self-attributes conversions if the ad interaction, such as click and impression, happens within the lookback window set on the platform. MMPs mostly use last-click attribution and conversion data is deduplicated across networks.

• Timezone differences: There might be time zone differences in reporting. TikTok's timezone (displayed next to the date range) can't be adjusted because it's configured when you create the ad account.

• Lookback window differences: The conversion lookback window might be set differently between TikTok Ads Manager and MMP. By default, TikTok tracks first open or install conversions within 7 days of ad click or 1 day of ad view and in-app conversions within 90 days of the install/app open. Most MMPs provide configurable 1-30 days of click-through and 1-48 hours of view-through lookback windows.

• Conversion reporting timing differences: TikTok Ads Manager reports conversions by the day of the ad interaction (for example: click, impression) whereas MMPs may report conversions based on the day of the conversion event. Enable the Real-time columns through the Custom Columns option in the Ads Manager dashboard to view the data based on event occurrence.

Siguientes pasos

Más información sobre las discrepancias entre los informes de conversiones y los de los socios de medición móvil:

• Adjust

• Airbridge

• AppsFlyer

• Branch

• Kochava

• Singular

• Tenjin