Comparing Facebook Ad Manager Report to Apsalar Traffic Report

Last Updated: May 03, 2016 07:17AM PDT
Apsalar and Facebook have access to different attribution information resulting in some discrepancies in reporting between Apsalar's Traffic Report and Facebook's Ad Manager. Follow the steps below when comparing the two reports, and contact Apsalar Support if you are experiencing discrepancies not explained by the items below.



Difference in Reporting Methodologies

Apsalar and Facebook use different methodologies for reporting on attributions and corresponding events: 

Reporting Feature Apsalar Facebook
Install attribution window 28 day click-through 28 day click-through
1 day view-through
Install data history Always retained (linkage to Facebook is reset after 180 days but the user is retained as having installed the app) Reset after 180 days (users are targeted as new users after 180 days and reported as installs)
De-duplication of attribution source across multiple sources Apsalar will attribute the user to the source that drove the last click Facebook will always attribute the user to Facebook if there was a click (no visibility on other sources driving clicks)
 



Facebook App Install Campaigns

Given the differences in reporting methodologies outlined above, follow the steps below to get the most similar set of numbers to compare between your Facebook Ad Manager report and Apsalar's Traffic Report for Facebook App Install Campaigns.

Facebook Data

  1. In Facebook Ad Manager, select your campaign or ad under the "Manage Ads" tab
  2. Select "Columns:" -> "Customize Columns"                    
          
  3. Select  "Mobile App Installs"  under Apps
  4. Select "Change Attribution Window" in the bottom right of the panel, and select only "28 days after clicking on ad". Click Apply
  5. The resulting report now includes a column labeled "Mobile App Installs #Days After Clicking" which should be used when comparing to Apsalar data. 

Apsalar Data

  1. Navigate to the Traffic Report
  2. Select the Attribution view for the table
         
  3. Select Filter -> Campaign Source -> Facebook
  4. Make sure the "Attribution" metric is selected under Configure Report 
  5. The resulting report includes a column labeled "Attribution" which is either Installs or Re-engagements, and a column labeled "Attributions" which reports the count of Installs and Re-engagements respectively. 

Comparing Facebook and Apsalar Data for Install Campaigns

The following data is tracked for each of the metrics obtained through the steps outlined above. Use these definitions when comparing the metric values: 

Users Tracked for Install Campaigns Facebook Ad Manager: Mobile App Installs 28 days after Traffic Report: Facebook Attributions (Install) Traffic Report: Facebook Attributions (Re-engagement)
First-time users Yes Yes -
Users who have installed the app before 180 days ago Yes - Yes
Users who click on the install ad again before Facebook removes them from the Install campaign’s target list - - Yes (small percentage)
Users who clicked on an ad from non-Facebook source after a Facebook ad within 28 days Yes - -

In general, the sum of reported Apsalar Re-engagements Attributions and Apsalar Install Attributions for Facebook should be within 20% of the Facebook Mobile App Installs 28 Days After. If you experience a larger difference in numbers, please contact Apsalar Support.

 


Facebook App Re-engagement Campaigns

The main objective for Facebook Re-engagement Campaigns is to target existing users of the app, and drive them back to the app. You will notice however that Facebook will record and report Mobile App Installs for re-engagement campaigns in the Ad Manager Report. There are two major groups of users Facebook will report as Installs:
  1. Users who uninstalled the app and re-installed through the re-engagement campaign
  2. Users who do not have the app installed but were included in the target user list
Given the differences in reporting methodologies outlined above, follow the steps below to get the most similar set of install numbers to compare between your Facebook Ad Manager report and Apsalar's Traffic Report for Facebook App Re-engagement Campaigns.

Facebook Data

  1. In Facebook Ad Manager, select your campaign or ad under the "Manage Ads" tab
  2. Select "Columns:" -> "Customize Columns"
  3. Select "Mobile App Starts" under Apps 
  4. Select "Change Attribution Window" in the bottom right of the panel, and select only "28 days after clicking on ad". Click Apply
  5. The resulting report now includes a column labeled "Mobile App Starts #Days After Clicking" which should be used when comparing to Apsalar data. ​

Apsalar Data

  1. Navigate to the Traffic Report
  2. Select the Attribution view for the table
  3. Select Filter -> Campaign Source -> Facebook
  4. Make sure the "Attribution" metric is selected under Configure Report 
  5. The resulting report includes a column labeled "Attribution" which is either Installs or Re-engagements, and a column labeled "Attributions" which reports the count of Installs and Re-engagements respectively. 

Comparing Facebook and Apsalar Data for Re-engagement Campaigns

The following data is tracked for each of the metrics obtained through the steps outlined above. Use these definitions when comparing the metric values: 

Users Tracked for Re-engagement campaigns Facebook Ad Manager: Mobile App Installs 28 days after Traffic Report: Facebook Attributions (Install) Traffic Report: Facebook Attributions (Re-engagement)
First-time users erroneously included in target list Yes Yes -
Users who have installed the app before 180 days ago and erroneously included in target list Yes - Yes
Users who had uninstalled the app and re-install the app Yes - Yes 
Users who installed the app within 180 days ago, clicked on Facebook re-engagement ad and opened the app  - - Yes (large percentage)

In general:
  1. The number of reported Apsalar Install Attributions will always be less than Facebook Mobile App Installs 28 Days After
  2. Sum of reported Apsalar Re-engagements Attributions and Apsalar Installs Attributions for Facebook will always be larger than Facebook Mobile App Installs 28 Days After.
 If you experience a different pattern in numbers, please contact Apsalar Support
support@apsalar.com
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