TikTok Ads: CPPs report MUCH less than they should!

🚩🚨CPPs on TikTok Ads are reporting MUCH less than they should!🚨🚩

I recently started a couple of campaigns on TikTok Ads for iOS and as usual, I used CPPs as an attribution layer on top of SKAN, MMP and Blended numbers.

However, I realized that my CPPs are actually tracking way less installs than the “App Referrer” number attributed to TikTok, which is causing even more discrepancies to deal with 😂

This is right now what I see:

👉SKAN: 463 installs
👉CPPs: 552 installs
👉App Referrer: 2,054 installs (+343% compared to SKAN 😂 )
👉MMP: 1329 installs

I have now 4 data points that I need to cross-check to see what’s the real performance of my campaigns so I wanted to warn everyone about this new complication.

Good luck with the guessing lol.