应用转化归因差异
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不可避免的差异
有几个因素会导致 Google Ads 中报告的安装数字和应用内转化次数与第三方报告的数字之间存在差异，不过这些因素是不可避免的，差异也是在合理范围之内。
- 在使用第三方跟踪多个广告联盟时，系统会删除多个广告联盟间重复的转化数据。
- Google Ads 会将转化归因到广告互动（例如：点击、展示等）发生日，而不是转化事件发生日。
- 从 Google Play 跟踪的 Android 安装转化数据衡量的是应用安装次数，而第三方安装数据衡量的是首次打开应用的次数。
- 对于 iOS 应用，请注意，来自搜索网络的转化不会显示在第三方信息中心，因为其中一些转化是根据 Google Ads 的归因模型进行归因的。请访问我们的 Google Ads 帮助中心了解详情。
- 报告中可能存在时区差异。Google 使用广告客户账号中设置的本地时间。
- Google Ads 从第三方接收转化 ping，但转化数据可能需要几个小时（有时长达 24 小时）才能处理完毕并显示在 Google Ads 转化报告中。
- Google Ads 会将 Android 安装和（卸载应用的用户）重新安装作为安装转化进行跟踪，但并非所有第三方都会跟踪 Android 重新安装。
- 因为许多第三方仅统计“一次”转化，所以设置为统计“每次”转化的 Google Ads 转化所跟踪的转化次数要多于第三方报告。详细了解 Google Ads 转化统计设置。
- Google Ads 与第三方之间设置的转化回溯期可能不同。默认情况下，Google Ads 会在广告互动后的 30 天内跟踪首次打开或安装转化，并在广告互动后的 90 天内跟踪应用内转化。
确定差异
在确定 Google Ads 安装和应用内转化数字与第三方跟踪的数字之间的差异时，请务必考虑归因方法的差异。
由于 Google Ads 会将转化归因到广告互动发生日，而大多数第三方会将转化归因到转化事件发生日，因此建议您将转化数字与特定时间范围内的广告点击进行比较。
示例
- 在 Google Ads 中，查看特定日期范围内（例如，从 1 月 1 日开始的 7 天）的转化次数。
- 在第三方平台中，查看归因于所设置日期范围内的广告点击（例如，从 1 月 1 日开始的 7 天内的点击）的转化次数，但在提取转化数据时，从所设置日期范围的第一天（1 月 1 日）开始，并延长时间范围以适应 Google Ads 转化时间范围（30 天的转化时间范围将导致评估 1 月 1 日至 1 月 31 日的转化数据）。
排查差异
除了上面所列不可避免的预期内差异之外，还有几个因素可能会影响 Google Ads 安装数字和应用内转化数字与第三方跟踪的数字之间的差异。以下是其他可用于对这些差异进行问题排查的步骤：
- 确认相应事件已导入到相关的 Google Ads 账号中。
- 确认所有事件都已传递到 Google，以进行 Google Ads 归因。
- 确认第三方信息中心中的归因回溯期与 Google Ads 中设置的转化时间范围一致。
- 确保在 Google Ads 账号中启用了自动标记功能。
- 确认传递的所有事件都使用了正确的开发者令牌和关联 ID。
- 确认与相关账号共享正确的关联 ID。
- 对于 Android 平台上的重新安装，请查看 Google Play 管理中心，以了解重新安装的百分比。
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最后更新时间 (UTC)：2025-07-26。
[null,null,["最后更新时间 (UTC)：2025-07-26。"],[[["\u003cp\u003eDiscrepancies between Google Ads and third-party conversion data are expected due to differences in attribution methodologies, including how conversions are deduplicated and attributed across networks.\u003c/p\u003e\n"],["\u003cp\u003eGoogle Ads attributes conversions based on the day of the ad interaction, while most third parties attribute them based on the day of the conversion event, leading to reporting differences.\u003c/p\u003e\n"],["\u003cp\u003eTime zone differences, conversion processing times, and variations in conversion counting methods (e.g., "Every" vs. "One") can also contribute to discrepancies.\u003c/p\u003e\n"],["\u003cp\u003eWhen troubleshooting discrepancies, ensure that events are correctly imported, passed to Google Ads with the correct parameters, and that attribution settings (lookback windows, auto-tagging) are aligned between platforms.\u003c/p\u003e\n"],["\u003cp\u003eConsider factors such as re-installs on Android, which Google Ads tracks but not all third parties do, and modeled conversions for iOS apps from the search network, which are not surfaced on third-party dashboards.\u003c/p\u003e\n"]]],[],null,["# Discrepancies in App Conversion Attribution\n\nUnavoidable discrepancies\n-------------------------\n\nThere are several unavoidable factors that result in reasonable levels of\ndiscrepancies between the number of install and in-app conversions reported in\nGoogle Ads compared with those reported by a third party.\n\n- When tracking more than one network with a third party, conversion data will be deduplicated across networks.\n- Google Ads reports conversions by the day of the ad interaction (for example: click, impression, etc.), not the day of the conversion event.\n- Android install conversion data tracked from Google Play measures the number of app installs, whereas third-party install data measures the number of times the app is first opened.\n- For iOS apps, note that conversions coming from the search network will not be surfaced on third-party dashboards since some of these conversions are modeled by Google Ads. Visit our [Google Ads Help\n Center](//support.google.com/google-ads/answer/6100665) to learn more.\n- There might be time zone differences in reporting. Google uses the local time as set in the advertiser's account.\n- Google Ads receives conversion pings from third-parties, but it can take several hours (sometimes up to 24 hours) for the conversion data to be processed and shown in Google Ads conversion reporting.\n- Google Ads tracks Android installs and re-installs (by uninstalled users) as install conversions, but not all third parties track Android re-installs.\n- Google Ads conversions set to count \"Every\" conversion will track more conversions than third-party reports, as many third parties count only \"One\" conversion. Read more about the [Google Ads conversion count\n setting](//support.google.com/adwords/answer/3438531).\n- The conversion lookback window might be set differently between Google Ads and the third party. By default, Google Ads tracks first open or install conversions within 30 days of the ad interaction, and in-app conversions within 90 days of the ad interaction.\n\nIdentifying discrepancies\n-------------------------\n\nWhen identifying discrepancies between Google Ads install and in-app conversion\nnumbers versus those tracked by a third party, it is important to consider the\ndifference in attribution methodology.\n\nSince Google Ads reports conversions by the day of the ad interaction and the\nmajority of third parties report conversions based on the day of the conversion\nevent, it is recommended to compare conversion numbers with ad clicks from a\nspecific time frame.\n\n#### Example\n\n- In Google Ads, view conversion numbers within a specific date range, for example, 7 days starting on January 1st.\n- In the third party, view conversion numbers attributed to ad clicks from the set date range (for example, clicks for 7 days starting on January 1st), but when pulling conversion data start on day 1 of the set date range (January 1st) and extend the time frame to accommodate the Google Ads conversion window (a 30-day conversion window would result in evaluation of conversion data from January 1st to January 31st).\n\nTroubleshooting discrepancies\n-----------------------------\n\nThere are several factors that may impact discrepancies between Google Ads install\nand in-app conversion numbers versus those tracked by a third party, outside of\nthe expected unavoidable discrepancies listed above. Below are additional steps\nthat can be taken to troubleshoot these discrepancies:\n\n- Confirm the event has been imported into the relevant Google Ads account.\n- Confirm all events are being passed to Google for Google Ads attribution.\n- Confirm the attribution lookback window in the third-party dashboard is aligned with the conversion window set in Google Ads.\n- Ensure that [auto-tagging](//support.google.com/adwords/answer/1752125) is enabled in the Google Ads account.\n- Confirm all events are being passed with the correct [Developer\n Token](/app-conversion-tracking/api#developer_token) and [Link\n ID](/app-conversion-tracking/api#link_id).\n- Confirm the correct [Link ID](/app-conversion-tracking/api#link_id) is being shared with the relevant account.\n- For re-installs on Android, check the Google Play Developer Console to view percent of re-installs."]]
