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What is Attribution Divergence?
Understanding why different platforms report different attribution numbers for the same conversions.
Page Metadata
- Meta Title
- What is Attribution Divergence? | Marketing Guide
- Meta Description
- Learn about attribution divergence - why platforms disagree on conversion credit and how to handle it.
- Primary Keywords
- attribution divergenceattribution discrepancy
- Secondary Keywords
- platform attributionconversion trackingmulti-touch attribution
Definition of Attribution Divergence
Attribution divergence occurs when different measurement platforms attribute the same conversion to different marketing touchpoints, leading to conflicting performance data.
Why Platforms Diverge
Different tracking methods
Different attribution windows
Different models
Each platform uses its own tracking technology, attribution windows, and credit models, leading to inevitable disagreements.
Common Divergence Patterns
Self-attribution bias
View-through conflicts
Cross-device gaps
Recognizable patterns help identify the sources of divergence and potential solutions.
Impact on Marketing Decisions
Budget misallocation
Channel over-crediting
Optimization confusion
Divergence makes it difficult to make confident budget allocation and optimization decisions.
Managing Divergence
Strategies for triangulating truth when platforms disagree.