무슨 발표인가
- 광고네트워크(Meta·Google·Apple·TikTok·Snap)는 자체 기준으로 전환 집계
- Branch의 $105M 광고비 분석에서 7200만 vs 200만 수준 차이 발생
- 광고플랫폼과 MMP는 의도된 설계상 다른 측정 기준 사용
원문 (영어)
72 million vs. 2 million. Same campaign, same week.
That’s a real gap I saw between what an ad network reported and what a customer saw within the Branch platform. They were understandably concerned that something was badly broken.
It wasn’t. If those two numbers had matched, that would be the anomaly. Ad networks and mobile measurement partners (MMPs) like Branch count with different rulebooks, so they’ll never agree and they really aren’t supposed to. You just need to know which number to trust for your particular scenario or decision.
Let’s break down why the gap exists, and how to read it.
Self-attributing networks grade their own homework
Meta, Google, Apple Search Ads, TikTok, and Snap are what the industry calls self-attributing networks (SANs). Each one decides, on its own terms, what counts as a conversion, how long it will claim credit after a click, and how it slices the data by geography and time. Then it hands you a number that reflects its rules and its interests.
That creates a problem when marketers can’t reconcile the ad networks’ self-reported numbers. Branch recently analyzed over $105 million in paid ad spend in the U.S. and found that networks had counted and billed nearly 20% of installs twice. More than 10% of that double-counting came from SANs.
The whole MMP category arose to address this problem. In the early days of app install advertising, marketers had no independent way to check on ad networks’ claims against another’s, and every network was incentivized to claim as many installs as they could get away with.
Branch does something fundamentally different from the ad networks. It applies one consistent set of rules across every network at once, deduplicates the overlap, and gives credit to the true last touch.
The six reasons your nu
원문: Branch Blog — "Why Your Ad Network and MMP Numbers Never Match (And Shouldn't) | Branch" (2026-10-01) 공식 원문: https://www.branch.io/resources/blogs/why-google-reports-72-million-events-and-your-mmp-says-2-million/