Attribution Debugger

Mobile attribution troubleshooting

Why don't your installs add up?

Answer a few questions and get the likely cause, how to confirm it and how to fix it. Built for Meta, Google, TikTok, SKAN and Android install referrer problems.

Start troubleshooting →Browse symptoms

Symptom: paid installs show as organic

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Does the SDK start before the first screen?

↓ no

Cause: install event sent too late to match the click

Troubleshooters

Pick the problem you're seeing

Why are paid installs showing as organic?

Paid installs landing in organic? Answer a few questions to find the cause: reporting delay, SAN integration, attribution windows, SDK timing, ATT or referrer.

Why don't Meta installs match my MMP?

Meta Ads Manager and your MMP disagree on installs? Find out whether windows, time zones, AEM modelling, SDK set-up or deduplication is behind the gap.

Why are Google Ads installs missing in my MMP?

Google Ads installs missing or lower in your MMP? Check the account link, conversion source, counting, consent, iOS SDK and date basis in a few quick steps.

Why are my SKAN conversion values null?

SKAN postbacks arriving with a null conversion value? Check did-win, the crowd anonymity tier, update calls, value range and window timing step by step.

Why don't TikTok installs match my MMP?

TikTok Ads Manager and your MMP disagree on installs? Check the SAN transition, ad group windows, time zone and date basis, and cross-network overlap.

Why is the Play Install Referrer empty or missing?

Google Play Install Referrer empty, missing or failing? Check the install source, first-launch timing, response codes, redirects and view-through installs.

Why are in-app events or revenue missing?

In-app events or revenue missing in your MMP or ad network? Trace SDK set-up, event mapping, AEM eligibility, currency codes and duplicate purchase events.

Symptom index

Common symptoms, causes and fixes

All platformsAttribution data delayed by a day or moreAd platforms and Apple add processing and privacy delays before conversions reach reports.→All platformsNumbers differ by day but match over a weekThe tools assign installs to different days because of different time zones or because one reports by ad interaction date.→Android · iOSDeferred deep link opens the home screenThe app routes the user before the SDK has returned the deferred link data.→GoogleGA4 or Firebase installs differ from the MMPGA4 and Firebase use different lookback windows, count reinstalls and only credit Google paid channels for app conversions.→GoogleGoogle Ads shows more installs than the MMPGoogle Play conversions count downloads and reinstalls, while the MMP counts first opens and applies its own windows.→All platformsSame install claimed by two networksEach self-attributing network claims installs within its own windows, while the MMP gives each install to one winner.→Android · iOSInstalls attributed to the wrong campaignLast-click rules gave the install to a later touchpoint, or the tracking link carries the wrong campaign parameters.→iOSiOS installs attributed far lower than AndroidWithout ATT permission the IDFA is zeroed, Apple bans fingerprinting, and many iOS results arrive only as aggregate SKAN data.→iOS SKANSecond and third SKAN postbacks arrive days lateApple adds a random delay of 24 to 144 hours after the second and third windows close.→MetaMeta shows fewer installs than the MMPMeta is not receiving install events correctly, usually because of a Facebook SDK or app ID problem or an app not connected to the ad account.→

All 22 symptoms →

FAQ

Common questions

What is mobile attribution?

Mobile attribution is the process of crediting each app install or in-app event to the ad, link or channel that drove it. A mobile measurement partner (MMP) does this across all your channels so each install is counted once.

Why do ad networks report more installs than my MMP?

Each network counts every install it touched within its own windows, including views, while an MMP gives each install to a single source. Adding the networks' numbers together therefore overstates real installs.

What is an attribution window?

An attribution window, or lookback window, is how long after a click or view an install can still be credited to that ad. Installs outside the window count as organic or go to another source.

What is a self-attributing network?

A self-attributing network (SAN), such as Meta, Google or TikTok, decides for itself whether it drove an install and reports that to the MMP, rather than the MMP matching a tracked click.

Is an organic install always really organic?

No. Organic is whatever can't be matched to a paid touchpoint, so broken links, missing SDK events and untracked campaigns all show up as organic.

Where should I start when installs look wrong?

Check the basics first: date range, time zone, attribution windows and whether the SDK starts on first app open. Most gaps come from these before anything more complex.