Attribution Discrepancies

The disparity of the data between the Mobile Applications Platform like App Store(iOS) & Play Store(Android) and the Attribution Partners, such as Trackier, among others, is one of the key issues that marketers typically have while implementing user acquisition methods.

This is entirely normal, so there's no need to be concerned. In fact, it is motivating app marketers to develop the habit of processing the data we are receiving in a deeper and more analytical way. 

What Would You Learn? 

Read the knowledge base to learn the main reasons for discrepancies in attribution between Trackier and app stores. In addition to that, we will share additional tips on how you can minimize them. 


What Are Attribution Discrepancies?

There are inherent differences in the attribution models used by all players in the mobile attribution ecosystem. The same applies to Trackier and the main app stores: (iOS) App Store and (Android) Google Play.

Because of the differences in attribution models, in some instances, the app store records more installs then Trackier. In other instances, Trackier records more installs than the app store. 

Possible Reasons Behind Trackier Showing Less Attribution

Apps Store (iOS/Play Store)TrackierTips To Follow
Install Definitions

Both App and Play store record installs when the user downloads and installs the desired app, whether they later use it or not.

New installs get recorded only after the first launch. Users must need to launch or use the app to get their install recorded on Trackier. 

Approximately 90% of mobile app downloads result in at least one launch, though this varies greatly across different geographies and business sectors.

Install Record Date

The day of installation is noted in app stores as the date of the download.

Trackier records the date of app launch as the date of install.

Use larger time spans as your query date range in Trackier to reduce this disparity.

Time Zones

Depending on the advertiser's local time zone, data is displayed.

Data is displayed by selected time zone by the user.To lessen this discrepancy, you can configure the app's preferred time zone.

Android user uninstalls and re-installs within the defined re-attribution window

Regardless of how much time has passed since the first install, Google Play occasionally displays two distinct installs for the same user. Users are not treated as new in Trackier when they reinstall while they are within the re-attribution window, which is by default 3 months from the first install time.The re-attribution window has a range of 1 to 24 months.

iOS user uninstalls and re-installs inside the defined re-attribution window

Every time a user uninstalls something and then reinstalls it, iTunes records a fresh install.

Users are not treated as new in Trackier when they reinstall while they are within the re-attribution window, which is by default 3 months from the first install time.

The re-attribution window has a range of 1 to 24 months.

Possible Reasons Why Trackier Attributes More?

CauseApps Store(iOS/Play StoreTrackierTips To Follow
Updating an Existing App Install that doesn’t have Trackier SDK to one that Trackier SDK installedIt won’t be counted as a new install in the app store. They will consider it as an existing customer.Trackier will regard the upgrade as a fresh install.

This peak generally drops after the user installs the upgraded version of the app.

Also, the new user may try to migrate their existing consumer to trackier without any hassle.

Reset the device's ID and stop ad tracking fraudThe App store will count it as an existing user.We will see it as a new install on a new device.Trackier Anti Fraud Tool will help protect your app from all types of fraud.
Installations from outside of stores and pre-installationsGoogle Play Doesn’t consider it an install.Install will be counted in Trackier.If you are advertising out of the store android market, we suggest you consult the documentation before.


Attribution Discrepancies are easy to spot. However, understanding the causes of the differences and finding a solution to them is the true issue. We hope with this piece of ours, we are vocal enough to help you know the reason behind it. In case you need any assistance, feel free to contact us.