Be careful with Advanced Conversions in Snapchat Ads

First of all, let me explain you what AC is:

Advanced Conversions is the Snap privacy-centric approach to digital advertising. It helps marketers meet their business objectives while respecting users’ ad tracking preferences via Apple’s ATT policy.

This methodology employs a range of cryptographic techniques to measure aggregate conversion data, without tying off-platform activities (like installing an app or visiting a website) back to specific Snapchatters.

Yes my friend, you are reading right: a fu*** black box again 😂

This is basically what AEM from Meta or Advanced Dedicated Campaign from TikTok do but with another fancy name.

There is just a small problem/difference with AC that I’ve been facing with one of my clients lastly: 𝐓𝐡𝐞 𝐇𝐔𝐆𝐄 𝐝𝐢𝐬𝐜𝐫𝐞𝐩𝐚𝐧𝐜𝐢𝐞𝐬 that you get compared to the MMP.

If I look at the installs from last month, this is what I get:

Snap AC: 4159 installs
MMP (with prob attribution): 1212
Difference: 243%🔴🔴

My CPI pass from being average to be unaffordable depending on the data source that I look at.

I tested AC vs SKAN and basically Snap is attributing installs that never happened on their network. If I deduct the huge difference and compare the CPI that the MMP gives me vs the CPI from my SKAN ad group, I would have a similar CPI so all that huge difference of 243% is attributed by Snap.

I will be honest here: I think these extra installs that make the AC campaign MUCH better in terms of CPI never happened so be careful! 😅