Why Attribution Platforms Disagree
Attribution systems can disagree without either one being completely broken because they may observe different data and apply different rules.
They see different interactions
Platform-native systems often have access to signals an independent tool does not, while independent systems may see cross-channel context that a single ad platform cannot.
They use different windows and models
Lookback periods, click/view rules, model choice, and eligibility criteria change who gets credit.
Identity resolution differs
Cookies, logged-in identities, device matching, modeled conversions, and privacy constraints affect which journeys can be connected.
Event definitions can differ
A “purchase” in one system may not be equivalent to a “purchase” in another because of refunds, timing, status, or implementation.
Reconcile directionally
Start by aligning definitions and time ranges, then investigate material gaps rather than forcing every dashboard to show identical numbers.