Hello there,

I am facing some discrepancies between the attribution data I see directly via Amplitude’s front end and what is landing on BigQuery via the export.

I have created some segmentation fields with rules based on UTM fields. Let's use the ‘L3-Channel’ field and the date of 2025-01-02 for this example.

Both Affiliates and Referrals are getting results on Amplitude, meaning the UTM rules are matching, but when consuming this same period dataset from BigQuery, I have no ‘referral’, matching ‘affiliate’, or ‘ANY’ records. From a closer look, most of these UTMs that were supposed to match seem to be coming in as ‘ORGANIC’.

So the most important question would be, what can be the cause of this mismatch between the UTMs on both places, and what is the best approach to ensure consistency?

I can provide the dataset I am getting from BQ also if it helps, just let me know the right way to share it