# Attributed Result

> A conversion an ad platform credits to a campaign using its own attribution model, shown in the Campaign Report alongside the conversions AnyTrack measured directly.

An **attributed result** is a conversion an ad platform credits to a campaign using its *own* attribution model, shown in the [Campaign Report](/docs/campaign-report) next to the conversions AnyTrack measured directly. AnyTrack fetches it from Meta Ads, Google Ads, and TikTok Ads (it is not available for Microsoft Ads, Taboola, or Outbrain).

## Why attributed results differ from AnyTrack conversions

The two numbers are meant to be compared, and they usually differ. Ad platforms apply their own attribution windows, post-view attribution, and modeling (especially after iOS 14), so a platform may credit a sale to an ad a user only *viewed*. AnyTrack reports from server-side data matched to the last ad click via UTM. A gap of 5–15% is normal; a gap above 30% points to missing UTM parameters or duplicate Tracking Tags.

## What an attributed result means for each marketer

- **Affiliate marketer:** the platform-credited count, often at odds with postback-confirmed sales.
- **eCommerce marketer:** the "Meta says X" figure to reconcile against Shopify orders.
- **Lead-gen marketer:** the platform's modeled lead credit, not the CRM-qualified truth.
- **Business owner:** the platform's scorecard, not the server-side number to trust against spend.

## Attributed Result vs Attributed Revenue vs Conversion

- [Attributed Revenue](/glossary/attributed-revenue) — the monetary value of attributed results, not their count.
- [Conversion](/glossary/conversion) — an attributed result is the *platform's* credited count; a conversion is the outcome AnyTrack tracked and matched server-side.