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Differences in data display between AppsFlyer and SplitMetrics Acquire

This article guides you through the differences in data display between AppsFlyer and SplitMetrics, helping you compare key metrics.

Written by Alyona

In some cases, you might notice inconsistencies between the data provided by AppsFlyer and SplitMetrics. However, these differences are not usually problems that need to be solved. Rather, they show how the data is interpreted and presented differently on the two platforms.

How is the data displayed in AppsFlyer?

Data in AppsFlyer is either Lifetime Value (LTV) or Activity. Data grouped by user acquisition date is referred to as Lifetime Value (LTV), whereas data grouped chronologically is called Activity.

👉 Note that installs have no correlation with either LTV or activity.

Activity data are the events active app users perform during a specified date range. Use activity data to compare user behavior in the current month relative to the previous month.

LTV data captures events performed by users who installed or converted to the app within a specific date range. Notably, events executed by users who converted or installed the app before the specified date range are not reflected in LTV data, even if the event occurred within that range. LTV data is instrumental in assessing the quality of users from various media sources, making it a pivotal tool for campaign optimization.

How do I compare data in AppsFlyer and SplitMetrics?

Most of the dashboards and reports in AppsFlyer are based on Lifetime Value, but some are based on Activity. Learn more about this here.

❗However, when comparing data with SplitMetrics Acquire you would look at LTV-based data in AppsFlyer since we attribute data to a user acquisition date (date of install).

Let’s explore which data is LTV in AppsFlyer and can be used when comparing it to SplitMetrics Acquire:

  • Overview dashboard

  • Events dashboard

  • Cohort dashboard

  • Raw data reports (contain three time columns that allow you to count the number of events by attributed click time (the SplitMetrics Acquire logic), install time (AppsFlyer LTV overview dashboard), and event_time).

👉 You can use the Events dashboard to compare data if you don't track reattributions.

When building the dashboard in AppsFlyer, take into consideration the following important parameters:

  1. AppsFlyer has the View type that specifies how your attribution data is displayed: user acquisition (UA), retargeting, or their combined performance in a unified view. Use View type - Unified.

  2. Make sure your timezone in AppsFlyer matches the timezone in SplitMetrics Acquire. SplitMetrics Acquire receives events from MMP in UTC and displays them in ORTZ (an organization timezone inherited from the Apple account). AppsFlyer dashboards use a timezone set in their settings.

  3. Make sure you choose the same Attribution dates as in SplitMetrics Acquire. Note that it's better to exclude today from the comparison, as we may not have the full data for today. Use yesterday as the last date.

  4. The Media source should be Apple Ads.

Overview dashboard example:

Events dashboard example:

In the table below we have summarized the settings required for some popular comparisons:

SplitMetrics Acquire compared metric

AppsFlyer dashboards and settings

Installs (installs + reattributions). SplitMetrics Acquire doesn't have separate columns for displaying MMP Reattributions and Installs.

Overview Dashboard (LTV) - Unified.
Install + Reattributions.

Reattributed Reinstalls

Overview Dashboard (LTV) - Unified.

Reattributions.

Custom conversion (In-App Event name).

In-App Event Count specified for a Custom conversion.

Overview Dashboard (LTV) - Unified.
Event Dashboard (LTV) - if you don’t track reattributions.

Specify the in-app event name via Table settings > Inapp > Event Count.

All Conversion Revenue.

A sum of in-app revenue specified via all Custom conversions.

Overview Dashboard (LTV) - Unified.
Event Dashboard (LTV ) - if you don’t track reattributions.
​
A sum of in-app revenue (specify the same in-app events on the dashboard as in SplitMetrics Acquire Custom Conversions).

Custom Conversion Revenue

Overview Dashboard (LTV) - Unified.
Event Dashboard (LTV) - if you don’t track reattributions.

Specify the in-app event name via Table settings > Inapp > Event Revenue.

👉 Take a look at this article to find out about other reasons for discrepancies in data apart from referring to incorrect dashboards.

Dimension comparison

Let's also have a look at the dimension comparison in SplitMetrics Acquire and AppsFlyer below.

Dimensions refer to the various attributes or parameters that can be measured and analyzed to gain insights into the performance and user interactions within a mobile app or advertising campaign.

SplitMetrics Acquire compared level

AppsFlyer dimension settings

App Level (includes all Apple Ads connected Campaign groups)

Choose media Source - Apple Ads (can include more Campaigns Groups)

Campaign level

Campaign/Campaign ID

Ad groups level

Adset/Adset ID

Keyword level

Ad

Ads

Not available

By understanding the nuances between AppsFlyer and SplitMetrics data display, you'll be better equipped to analyze and optimize your mobile app marketing strategies. If you encounter any discrepancies, refer to this guide for troubleshooting tips or reach out to our support team for personalized assistance 🙌

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