How to Reduce Discrepancies Between Ad Networks & Affiliate Networks

Why Do Tracking Discrepancies Happen?

First things first - no tracking system is perfect. Discrepancies are super common, and they usually come down to this:

• Different tracking methods

• Browser and device limitations

• Users dropping off before conversion

• Delayed or failed postbacks

• Ad blockers and privacy settings

• Incorrect or missing parameters

Basically, your ad network and affiliate platform aren’t always speaking the same language.

Use the Same Time Zones

Sounds basic, but it’s one of the biggest culprits. If your ad account is running on Pacific Time and your affiliate network is on UTC, your data will never line up.

Go into your settings and match time zones across platforms. Simple step, big difference.

Track Every Click (The Right Way)

Use unique click IDs every time someone hits your landing page. That click ID should follow the user through the funnel and be passed back during conversion.

If you’re not already using an ad tracker, start now. Tools like Voluum, RedTrack, or Traffic Dynamix help with consistent tracking between platforms. They assign and track unique IDs across your campaigns.

Go With Server-to-Server Tracking

Pixels are great for easy setups, but they’re not the most reliable. If you want fewer discrepancies, switch to S2S (server-to-server) tracking.

Here’s why it works better: Pixels can be blocked or fail to fire. S2S doesn’t rely on browsers - it sends conversion data directly from one server to another. That means more accurate tracking and fewer missed conversions.

Watch Out for Click Caps and Frequency Rules

Your affiliate offer might have click or conversion caps. Or your ad network might throttle impressions based on user frequency.

If you're running aggressive campaigns without monitoring these limits, you’ll see weird data gaps. Stay on top of offer terms and ad delivery settings to make sure you’re not over- or under-counting.

Keep Your URLs Clean

Messy or broken tracking URLs are another silent killer. If your tracking links drop parameters or get modified mid-flow, your platforms won’t connect the dots correctly.

Test your links. Use tools like Redirect Path or Chrome DevTools to check what happens when someone clicks. Make sure UTM parameters and click IDs are passing through every step.

Double-Check Conversion Windows

Your ad network might count a conversion that happens within 7 days. Your affiliate network might allow up to 30 days.

Mismatch? Yep - more discrepancies.

Align your attribution windows as closely as possible, or at least be aware of the differences when comparing reports.

Monitor Real-Time Data Carefully

Real-time data can be misleading. Platforms update at different speeds, and postbacks aren’t always instant. If you’re looking at numbers too early, things might not add up yet.

Wait a few hours - or even a full day - before jumping to conclusions.

Communicate With Your Affiliate Manager

Seriously, just ask. If you’re seeing big differences in numbers, reach out to your affiliate manager. They can look into conversion logs, postback issues, or offer-specific quirks that might be messing with your data.

A quick Slack message or email can save you hours of guessing.

Wrapping It All Up

Discrepancies are annoying - but fixable. Use consistent tracking methods, clean URLs, proper attribution windows, and server-to-server whenever you can. And don’t be afraid to bring in a good ad tracker to help smooth out the gaps.

The more accurate your data, the better your decisions. And better decisions mean better results.