<b>Attribution window mismatches: why your numbers never reconcile</b>
The quiet reason MMP, network, and SKAN counts disagree isn't fraud — it's windows. Every tool uses a different default, and few teams align them.
— Networks self-report on their own lookback (often 7d click / 1d view)
— Your MMP enforces its configured window, overriding network claims
— SKAN has no view-through and its own conversion-window timers
— Re-engagement windows differ from install windows entirely
✓ Aligning windows across tools removes most of the phantom discrepancy
✗ Some self-reporting networks (the big walled gardens) won't honor your MMP window
✗ Shorter windows undercount; longer ones over-credit view-through
The discipline: document one window policy, configure every tool to it where possible, and footnote the walled gardens that won't comply.
<b>Verdict:</b> standardize windows before blaming fraud or the MMP for mismatched counts.
<b>Best for:</b> analysts reconciling cross-source install numbers.
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<b>Attribution window mismatches: why your numbers never reconcile</b>
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