The Polar Pixel reported metrics differ from the ad platform reported metrics, as the Polar Pixel uses server-side first party attribution. Server-side attribution tracking with a pixel is more accurate than your ad platforms' attribution data because it provides an unbiased, end-to-end view of customer interactions across multiple touchpoints, allowing for precise and fair attribution of revenue to various marketing efforts. We know that the ad platforms (like Meta and Google) tend to over report conversions attributed to their own campaigns, for a few reasons:
Duplication of Conversions: Ad platforms may duplicate conversions when customers interact with multiple ads, causing overestimation of the impact of individual campaigns. The Polar Pixel de-duplicates these conversions, giving you more accurate performance insight.
Limited Cross-Channel Insights: Ad platforms typically offer insights into their specific channels, missing the bigger picture of how various channels work together to drive conversions.
Data Privacy Concerns & Ad Blockers: Changes in data privacy regulations, like iOS 14 restrictions, can limit the accuracy of ad platform data. The Polar Pixel, being server-side, works with iOS14 and cookies, ensuring you don't miss any critical conversion data. Ad blockers can also limit the ad platforms from being able to holistically track each conversion.
In summary, we highly recommend leveraging the Polar Pixel tracking when making marketing decisions as this tool will give you more accurate data on your channel and campaign performance.
Interested in adding the Polar Pixel to your plan? Reach out to us via the in-app live chat and we'll assist with implementation next steps.