Learn which metrics in your reports are estimated and how they are calculated.
Some of the possible reasons are:
- The tracker does not provide publisher granularity.
- The tracker uses a different publisher field than the one you used in your query. Different trackers and ad networks identify publishers in different ways, and Singular uses three fields to contain this data - Publisher ID, Publisher Site ID, and Publisher Site Name.
- The ad network provides publisher granularity, i.e. actual cost per publisher, and therefore there is no need for an estimation.
Ideally, in such cases, your Singular report would display both the installs and the actual cost for each publisher. However, the publisher identifier pulled from the ad network may not match the publisher identifier pulled from the tracker. In that case, Singular cannot match the publisher and your Singular report shows them in different rows:
Singular analytics reports will sometimes display estimated stats in addition to the actual numbers pulled from various sources.
Estimated metrics are added when the data Singular pulls from ad networks is not available in the same granularity as data from the attribution provider (tracker). In order to help you optimize your campaigns, Singular interpolates numbers for the ad network metrics in the finer granularity.
In the example below, Singular calculates an estimated cost per publisher by dividing the overall cost between the publishers in the same proportions as the installs.
Notes: In every report with estimated costs, you will notice that all rows for the same app have the same (estimated) CPI. In the example above, the estimated CPI is 25/50 = 50/100 = 0.5 for all three rows. This is a result of the way Singular calculates estimated metrics.
The process is currently used to estimate cost (and other network metrics) per publisher.
Singular applies the following logic to decide whether to calculate estimated metrics:
- The ad network data is compared with tracker data based on the day, app, and source, as well as campaign (if campaign granularity is available).
- If the data in the ad network is already broken down by publisher, Singular does not add estimated metrics as they are not needed.
- If the data in the ad network is not broken down by publisher, but the tracker data does include that granularity, Singular tries to provide the missing granularity by estimating cost per publisher.