What is typically the reason for discrepancies in reporting numbers between clients and ad partners?

Discrepancies in reporting numbers between clients and ad partners are often due to different measurement standards. Each party may use a variety of metrics or methodologies to evaluate success, which can lead to inconsistencies in the reported data. For example, one party might measure impressions differently than another or have variations in how they count conversions or engagements. This misalignment in measurement practices can create confusion and misunderstandings regarding the performance of digital advertising initiatives.

While inaccurate tracking methods, multiple ad campaigns, or creative stagnation may contribute to variations in performance or perception of an ad's effectiveness, they are less likely to be the root cause of reporting discrepancies specifically. In contrast, differing measurement standards are a fundamental issue that directly impacts how results are quantified and communicated between clients and ad partners, making it a central point of concern that can significantly affect reporting clarity and accuracy.