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Concord queries your advertising platforms directly, on demand, when you ask a performance question. There is no intermediate warehouse holding a copy of your numbers. That is usually what you want — the figures are as fresh as the platform will give them. It also explains every case where a Concord number and a platform-interface number do not match.

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The five reasons a figure differs

1. The data has been restated. Platforms revise delivery data after the fact. DV360 revises up to three days back. A report you ran yesterday and the same report today can legitimately differ, and the newer one is the more accurate. 2. Currency. A figure can be reported in the account currency or in yours. On Google Ads, currency is set per customer, so two accounts in the same workspace can report in different currencies. If a number is out by a suspicious factor, check this first. 3. Time zone. “Yesterday” is resolved in the platform’s or the advertiser’s time zone, which is not necessarily yours. A daily breakdown near a day boundary shifts accordingly. 4. Attribution window. Conversions depend on the window. Snapchat, for example, reports conversions on a 28-day swipe and 1-day view window by default, and those windows are not configurable through Concord. If the platform interface is set to a different window, the totals will not agree. 5. Entity level. A campaign total and the sum of its line items can differ where the platform deduplicates — reach and frequency cannot be summed across days or across children at all.

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Derived metrics

CTR, CPC, CPM, video completion rate, and viewability rate are computed by Concord from the raw metrics, on the same date range and the same entity set as the question. If you compare a derived metric against a platform interface that computed it over a different base, expect a difference.

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What to do about a mismatch

Ask in the conversation: “why does this differ from what I see in the platform?” Concord can state the date range, currency, time zone, and entity level it used, which usually identifies the cause in one step. Reporting overview · Analyzing performance · How Concord sees your accounts