Check that Meta and Google receive the same event counts as your own analytics

David Barnard"Ah, I don't feel like I can trust my data." So, so what do you mean by that? And then like, where do you see data being broken in ways, and you kind of already shared shared one, but what are the steps, or what are the tools, or what are the the kind of basics that you should have in place for for even monitoring to make sure that things don't break even when you think they're working? How do you figure out whether your data is good or not?

Thomas PetitSo, it's always hard to prevent future breaks, but I know when somebody tells me like, "Hey, go go check my ad account, tell me what you think," or make an audit, I don't make so many of them, but like sometimes, maybe it's a friend, maybe it's a portfolio companies, where I'll still do it. And they say, "Oh, here here's the Ads Manager." And I say, "I don't care about the Ads Manager, show me the Events Manager." Like, so Facebook calls it Events Manager, in Google it's called Goals. That's the first place I look. I don't even look at the ad account.

Thomas Petit… is, so let's say it's going to be install and free trial and paid subscriptions, to simplify, and I'm going to go check in the event manager, do the number that the platform reports being sent match more or less what we have internally? And very often, it's not the case. I really don't care about a 5% discrepancy here, and it's never going to 100% match, and that's okay. And there's a number of answers of why it's not 100%. It doesn't matter.

Thomas PetitBut in so many cases, I'm seeing 30% or 50%, and this this is going to be a a major problem that I need to fix before seeing anything else. So, I take Facebook as an example, because it's a big example, but I'm going to go to the Events Manager, and I'm going to say, "Okay, show me last 30 days or last 7 days. How many installs did you see? How many free trials did you see?" In total, without attribution, not the ones that Facebook think were coming from the campaigns, not the one that Google attributes to this particular paid activity,

Thomas Petitbut like what we're actually sending them, because they reported there. And I'm going to compare it with something like RevenueCat, or Amplitude, or Mixpanel, or whatever they have that is internal, before we send it. If I'm seeing more than 10% discrepancy here, it's going to be a problem. Those tools, they're not particularly sophisticated, but they're not particularly easy to understand, either. So, it's sometimes kind of tricky to match the dates, the geographies, the platform properly, and so to debug that actually the data I'm seeing there

Thomas Petitis the one that is supposed to be there. I remember making mistakes myself sometimes, like, I don't know, one case I was like, "Why am I seeing double the event on Facebook? How is this even possible, that there's twice as many users that we actually have?" It's just that they had two sources that Meta managed to deduplicate, but that doesn't show up like this in the Events Manager. So, the first step I do is, what the platform is receiving, is …