The Difference Between TripleWhale/Northbeam Data & What Meta is Reporting

The main thing to take away from this blog is this:

Third-party tracking software data and Meta in-platform data on a 7-day click basis is getting closer to equal, meaning Meta is getting more and more correct.

HOWEVER, it’s up to each brand to determine which platform to fully trust and make optimization decisions based off of, AND compare those always to another metric that is harder to be a gray area of data, like shop-wide MER or overall aMER.

Watch the recap video for a 9 minute highlight of straight GOLD data for you and your clients as it comes to reporting in 2023. Love what you’re seeing? The full video was a 55-minute webinar on Attribution Discrepancies that you could be a part of too! Check out the Foxwell Founders Membership here. Now for the more in-depth TL;DR:

• Third-party tracking software data is based off of UTMs, which are first-party data. Also note that Meta uses modeled view-based (as opposed to TripleWhale or Northbeam click-based data only) conversions in addition to click-based.

• Meta’s reported data is starting to become more reliable to look at as truth and optimize off of.

• Retargeting and retention targeting can muddy the waters of data in either type of reporting landscape

• It’s in everyone’s best interest for Meta’s in-platform reported data to be correct, as that’s the data Meta is self-optimizing (via AI and the algorithm) off of.

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