Differences between Branch and Facebook Ads panel data arise from how each platform tracks and attributes clicks and conversions. Branch uses a last-click attribution model, while Facebook is a self-attributing network, leading to variations in reported clicks and installs. Branch also tracks click-throughs to the app store, which Facebook may not report.
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Attribution Differences:
Branch employs a last-click attribution model, meaning it assigns credit for an install to the most recent click before installation. Facebook, on the other hand, is a self-attributing network, meaning it claims credit for installs and other events.
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Click Tracking Discrepancies:
Facebook routes users directly to the app store without informing Branch about the click. This can lead to more clicks being recorded by Facebook if a user drops off at the app store without installing the app. Branch only tracks clicks that result in an install.
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Link Clicks:
Branch receives link clicks from Facebook through its API, which may differ from Facebook’s overall click count, as it includes other sources of clicks.
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Data Limitations:
Branch may limit the reporting of certain metrics (like installs) to protect user privacy or if the aggregation level isn’t high enough, according to Branch’s Help Center.
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Last-Attributed Data:
Branch will purge last-attributed data after 60 days, according to Branch’s Help Center.
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