Why your in-app numbers never match between MMP and ad network

Why your in-app numbers never match between MMP and ad network

MMP says 1,000 installs, the network dashboard says 1,150, and someone wastes an afternoon. The gap is structural, not a bug — know the four causes and stop chasing it.

✓ Attribution window mismatch: network counts a 30-day click window, your MMP a 7-day one
✗ Timezone misalignment shifts installs across day boundaries — looks like a discrepancy, isn't
✗ De-duplication: MMP credits one source per install, network claims every touch it saw
✗ Reattribution vs new install: networks often count re-engagements as installs

A 5-15% gap is normal and expected. Above 20%, align windows and timezones first before suspecting fraud or a tracking break.

Verdict: reconcile windows and timezones before you debug — most 'discrepancies' are definitional, not technical.
Best for: anyone reconciling MMP data against network self-reporting.