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How to fix attribution setting discrepancies in Facebook Ads data

Facebook made a broad set of changes to attribution settings following Apple's iOS 14 update in early 2021. Some of the changes have the potential to cause discrepancies when reporting Facebook Ads data in Supermetrics. 


These errors occur at the query level in Supermetrics. Every affected query should be individually updated. Use the instructions below to find the specific steps for your impacted query.


Queries using attribution setting

If your Supermetrics query has a conversion window that doesn't match the attribution setting you see in Facebook Ad Manager, your conversion results won't align.


Solution 1: Check that your attribution settings align

If the attribution setting in your query doesn't match the one you see in Facebook Ad Manager, a discrepancy can result. 


To fix this:

  • Check which attribution setting you're using in the impacted query and in Facebook Ads Manager. If they're different, adjust them so that they match.
  • If your Ad sets/Campaigns have multiple attribution settings, reset your attribution setting to Default.



Solution 2: Check your default attribution setting

If your Ad set has the same attribution setting as your query and the discrepancy is still there, reset the attribution setting in your query to Default.


If you don't see Default as an option, your instance of the Facebook Ads data source might be out of date. To fix this, add a new Facebook Ads data source. Remember to rename the old one before you do this, so you don't have two Facebook Ads data sources with the same name.


Queries using "On impression date"

Following Facebook's iOS 14 updates, the "On impression date" option for the Report time of action stats setting will only work for data from before April 26, 2021. 


When pulling data created after that date, use "On conversion date" instead.


No working settings can typically be selected for data ranges covering this date — beginning before and ending after it. Create queries in parts instead, showing the division.


Queries using inline attribution metrics, including Outbound clicks and Video watch %

If you're finding discrepancies between your reported Facebook Ads "Outbound click" or "Video watch %" data and the data you see in Supermetrics, adjusting your attribution settings can help resolve the issue.adjusting


This problem, and its solution, continue to evolve as Facebook adjusts to changes it made following the iOS 14 update in early 2021. 


Solution: Set the conversion window to "Default"

A conversion window defines the period of time during which a logged conversion occurs. Often, resetting this field to "default" can help remove discrepancies.


Instructions

Google Sheets

  1. Open the Supermetrics sidebar in your Sheet.
  2. Open the query you'd like to change.
  3. Navigate to the Options drop-down.
  4. Under the Conversion windows drop-down, select Default attribution.
  5. Click Apply changes


Google Data Studio

  1. Click the element you'd like to edit in your Google Data Studio report.
  2. Click the edit icon (pen icon) and select the Facebook Ads data source.
  3. Click Edit connection in the upper-left corner.
  4. Scroll down to the Conversion window drop-down.
  5. Select Default attribution.
  6. Click Reconnect.


Microsoft Excel

  1. Open Supermetrics in your Worksheet.
  2. Open the query you'd like to change.
  3. Select Options.
  4. From the Select drop-down list, click Conversion window.
  5. Click Add option and select Default attribution.
  6. Click Get data.


Supermetrics API, data warehouses, and cloud platforms

  1. Open Query Manager.
  2. In the Query tab, navigate to the Options drop-down.
  3. Under Conversion windows, select Default attribution.
  4. Rerun the query.


Queries without Campaign/Ad set/Ad dimension that use Default attribution

Supermetrics queries use unified attribution by default, requesting offsite conversions — like Leads, Purchases, and custom conversions — at the account level. If you use multiple different attribution settings and you attempt aggregate all account's results into one figure using Default attribution, Supermetrics gives the same blank result as the Facebook API would.

This happens because Facebook doesn't allow offsite conversion aggregation across different attribution windows, and the data Supermetrics returns (with unified attribution) matches the Ad Manager UI. 


You can disable unified attribution in any query, but this might reintroduce discrepancies. Instead, we recommend these steps: 

  • Solution 1: Split the query by campaign, ad set, or ad.
  • Solution 2: Use any single conversion window other than Default attribution.
SKAdNetwork campaigns

SKAdNetwork campaigns use an attribution setting that Apple provides. They can't be adjusted, so for this campaign type it's important to set the conversion window setting to "Default attribution". If this setting isn't chosen, the conversion data will come back as zero.


If you have mixed campaigns — SKAdNetwork and non-SKAdNetwork in the same account — consider filtering for those to ensure the settings align: 


Is Campaign using SKAdNetwork EQUALS true

Discrepancies in onsite metrics

If you see discrepancies in your onsite metrics — including Link clicks, click-through rate, cost per click, Page engagements or likes, and Shares — use the mixed report time of action stats to solve the issue.


Instructions

  1. Open the query you'd like to update.
  2. In the Query tab, click Options.
  3. Click Report time of action stats.
  4. Select Mixed.
  5. Rerun the query.

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