If you’ve ever compared conversion numbers between your tracker, affiliate network, and traffic source, and thought, “These don’t add up”, you’re not imagining things.

Tracking discrepancies are real. Even with solid tools like S2S postbacks and advanced trackers, you’ll usually see some mismatch. A few percent is fine. But once it goes over 10–15%, it’s worth digging in.

Here’s what’s often behind those discrepancies, and how to fix them before they cost you money.

This guide is based on the insights of PropellerAds’ partners and industry’s most respected tracking platforms — Kamila Łuksza-Szpyt, Managing Director and Michał Schindler, Marketing Manager from Voluum and Konstantin Vashkevich, Head of Marketing from RedTrack

The most common cause: setup issues​

The majority of tracking problems aren’t because the tool is broken. It’s because something’s off in the setup. Voluum and RedTrack both say this is the #1 reason conversions go missing.

Here’s what to double-check:
  • Missing scripts or pixels. No pixel = no event.
  • Incorrect URL parameters. A broken {clickid} or bad redirect can kill tracking.
  • Custom domain errors. Even a small typo in your tracking domain can break the flow.
  • Postbacks not firing. If the network isn’t sending clean server-to-server postbacks, your tracker won’t register anything.
These kinds of errors are easy to miss, but they’re also easy to fix once you know where to look.

What makes it worse: overlapping issues​

RedTrack points out that most campaigns don’t just have one issue. It’s a mix, pixel delays, ad blockers, and misfiring postbacks, and that combination can lead to 40–50% of conversions going untracked.

Which means your data might be lying to you, and you’re optimizing based on incomplete info.

Platform logic​

Even when everything’s technically set up correctly, you might still see different results across platforms.

Why?
  • Time zones
    Not all tools use the same default (e.g., GMT vs. PST).
  • Attribution type
    Some tools log the conversion at the time of click, others at the time of purchase.
  • Duplicate filtering
    Some trackers filter out repeat conversions unless they include a unique transaction ID.
Voluum lets you choose how attribution is handled, which helps when syncing reports across platforms.

What’s an “acceptable” difference?​

According to both Voluum and RedTrack:
  • 0–10% discrepancy → Normal
  • 10–15% → Tolerable, but keep an eye on it
  • 15%+ → Time to audit your setup

How to make sure your data is reliable​

A few habits go a long way:
  • Use alerts
    Voluum lets you set up rules to catch big drops (like -30% in 3 hours)
  • Monitor CPA and ROAS daily
    Sudden spikes or drops? Something’s probably off
  • Cross-check with your ad platform
    Impressions, clicks, conversions
Avoid using multiple trackers at once
It often creates more problems than it solves

Does better tracking actually improve results?​

Short answer: yes.
  • Voluum helped an iGaming brand boost FTDs and signups by 25% just by fixing tracking gaps.
  • RedTrack worked with XenTraffic and saw a 22% conversion lift + 30% higher ROAS, especially on Facebook post-iOS14.
When tracking is off, optimization is off. Fix the data, and the performance usually follows.

Final checklist​

✔️Stick to a single, clean setup
✔️Use S2S postbacks + first-party cookies
✔️Monitor your key metrics every day
✔️Investigate anything over 10–15% discrepancy
✔️Re-audit your setup regularly

If you’re seeing major mismatches and can’t figure out why, it’s probably not just one thing. Step through the whole setup, start to finish.

And if you’ve already been through this, share your fixes. Always helpful to learn from each other.