Ad Platforms Attribution

AnyTrack tracks, reports, and sends conversion data to ad platforms in near-real time. However, ad platforms introduce attribution delays based on account settings, attribution models, and campaign types. This means conversions often appear in your AnyTrack Dashboard before they show in your ad platform reports.

Data Freshness by Platform

Google Ads Attribution Delays

Account statistics (clicks, conversions, impressions) typically delay less than 3 hours. For example, clicks received by 6 p.m. Friday display by 9 p.m. Friday, local time. Conversions using attribution models other than "Last click" delay up to 15 hours.

Google Ads updates metrics on a daily schedule: basic metrics refresh at 3 a.m., non-last-click conversions at 3 p.m., and reach metrics by 11 a.m. the next day. Conversions imported from Google Analytics 4 (GA4) add up to 12 hours of additional delay.

Learn more about Google Ads data freshness.

Facebook Ads Attribution Delays

AnyTrack sends conversions to Facebook Ads via the Conversion API in real time. Conversions report in Ads Manager within hours for standard web campaigns. The Marketing API refreshes on a 15-minute cycle.

For iOS campaigns, expect longer delays. Apple's SKAdNetwork privacy framework can extend attribution to 24-72 hours, and modeled conversions may take up to 3 days to finalize. Facebook considers conversion data final after 28 days.

Learn more about Facebook Ads data freshness.

TikTok Ads Attribution Delays

AnyTrack sends conversions to TikTok Ads via the Conversion API in real time. TikTok commits to processing events within 2 hours in Ads Manager. New tracking implementations may take up to 12 hours due to SDK cache propagation.

For iOS campaigns, wait at least 72 hours after launch before evaluating attribution data. TikTok's Events Manager is not real-time, so verify event delivery using TikTok's Test Events tool instead.

Learn more about TikTok Ads attribution.

Microsoft Ads Attribution Delays

Microsoft Ads processes clicks within 2 hours and conversions within 3 hours. New UET (Universal Event Tracking) tags require up to 24 hours for initial setup. Offline conversion imports add an additional 2-6 hours of processing.

Invalid traffic adjustments may take up to one week to reflect in reports. Platform incidents have historically caused delays of up to 33 hours.

Why AnyTrack Shows Data Before Ad Platforms

AnyTrack processes conversion events as they happen and displays them immediately. Ad platforms add several processing layers before conversions appear in their reports:

• Duplicate prevention: Platforms validate events against transaction IDs to remove duplicates
• Fraud filtering: Invalid traffic and bot detection requires additional processing time
• Attribution modeling: Non-last-click models require cross-session and cross-device data reconciliation
• iOS privacy: SKAdNetwork batches conversion data, adding 24-72 hours for mobile campaigns

This is expected behavior. Use AnyTrack for real-time campaign decisions and ad platform reports for final attribution numbers.

Troubleshooting Discrepancies

If conversions in AnyTrack do not appear in your ad platform after the expected delay window:

1. Under 30 minutes: Normal. All platforms have ingestion delays.
2. 30 minutes to 6 hours: Check the platform-specific delay times in the table above. This is within standard processing.
3. 6 to 72 hours: Investigate attribution model settings, iOS campaign delays, or cross-device measurement windows.
4. Over 72 hours: Check your integration settings for configuration issues, or verify the ad platform is not experiencing an outage.

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Note

AnyTrack fetches ad platform metrics (spend, impressions, clicks) hourly. Conversion data sent via Conversion API appears in AnyTrack immediately, but ad spend data may be up to 1 hour behind the ad platform.