Why do the tracking methods connected with the postback URLs show different data?

Have you ever been frustrated seeing completely different numbers across your tracking systems?

You’re not alone.

Every media buyer has faced this headache:

your tracker shows 50 conversions
your traffic source reports 65
your affiliate network claims 43.

Even though tracking methods are all connected through Postback URLs, these discrepancies can cost you money and lead to poor campaign decisions.

Understanding the root causes of these differences isn’t just helpful – it’s essential for your marketing success and profitability.

Tracking Methods

In the CPA marketing ecosystem, there are three primary systems that track campaign performance, each using their own tracking methods and technologies.

Understanding these three tracking systems is essential for reconciling data discrepancies:

Trackers: These are specialized tools (like CPV One and CPV Lab) that media buyers use to monitor all campaign activities from click to conversion. They create a complete picture of your campaign by tracking various data points:

They collect user information through cookies, IP addresses, and device IDs
They follow the user’s journey from the initial click to the final conversion
They provide detailed reports on traffic quality, conversion rates, and ROI

Traffic Sources: These are platforms where you buy traffic (like Facebook, Google, or native ad networks). Each has its built-in tracking system that:

Uses platform-specific identifiers like click IDs to follow users
Tracks impressions, clicks, and conversions within their ecosystem
Often show different results because they only see their piece of the customer journey

Affiliate Networks: These platforms connect advertisers with affiliates (like MaxBounty, A4D, or ClickBank). Their tracking systems:

May count conversions differently based on their own rules and verification processes
Act as the official “scorekeeper” determining how much affiliates get paid
Use their own tracking methods, including cookies, click IDs, and server-to-server tracking

Data Processing Times

Different tracking methods process data at different times.

While one method might record a conversion right away, another might have a delay due to batch processing, timezone or server slowness. This can lead to temporary differences in reported data.

Postback URL Setup

Postback URLs: These URLs are used to send conversion data from one tacking method to another. However, the way they are set up and the details passed can affect data accuracy.

Example:

A postback URL might be sent from the affiliate network to the advertiser’s tracker when a conversion happens.

If the postback URL is set up incorrectly or certain details are not passed correctly, the advertiser’s tracker might not record the conversion correctly.

Attribution Models

Tracking Methods might use different crediting methods for conversions.

For instance, one might credit the last click, while another might credit the first click.

This can lead to differences in how conversions are assigned and reported.

Data Collection Methods

The ways to collect data (e.g., cookies vs. fingerprinting) can vary between tracking methods.

Some users might block cookies or clear them, leading to data loss in one method but not in another that uses fingerprinting.

Different tracking methods might capture different sets of tracking details.

For example, a tracker might capture detailed user behavior data, while an affiliate network might only capture basic conversion information.

Technical Problems and Errors

Server Downtime: Occasional server downtimes or technical problems can cause differences. If a postback URL fails to send due to a server issue, the conversion won’t be recorded by the receiving system.

Coding Errors: Mistakes in the tracking code setup can lead to wrong data being captured or conversions being missed completely.

Data Synchronization

Real-Time vs. Batch Processing: Some systems update data right away, while others might update data in groups.

This can result in temporary differences as data gets synchronized at different times.

Practical Steps to Reduce Differences

Regular Data Matching: Regularly compare data across your tracker, traffic sources, and affiliate networks to find and fix differences.
Standardize Tracking Details: Make sure that all systems use the same tracking details and postback URLs are correctly set up.
Test Regularly: Do regular tests to ensure that tracking systems are correctly capturing and reporting data.
Communication and Support: Keep open communication with your traffic sources, affiliate networks, and technical support teams to quickly solve any issues that come up.

Conclusion

Differences in data between trackers, traffic sources, and affiliate networks are often due to differences in tracking methods, data processing times, postback URL setups, attribution models, data collection methods, technical problems, and synchronization processes.

By understanding these factors and using best practices for data matching and tracking consistency, you can reduce these differences and ensure more accurate data reporting across all systems.

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