Hi there Amplitude Community!
Today I wanted to cover a topic that our team fields many a question about - troubleshooting missing events from our attribution partners.
How the Attribution Integrations Work
All of our attribution integrations use the Amplitude Attribution API to send data to Amplitude. This API was built primarily to collect attribution campaign events that contain attribution information, then match it with users via the Advertising ID (IDFA/IDFV/ADID).
Things to Look Out For
Since attribution is matched to Amplitude users via the Advertising ID, this data has to be included in attribution requests (set the IDFA, IDFV, and ADID fields where relevant)
Advertising ID also has to be included in non-attribution events so that there’s something to match against
Matching is case sensitive, meaning the Advertising ID has to match exactly!
After attribution events are received, they will only be matched once a subsequent non-attribution event (with Advertising ID data) is sent in
Attribution events are held up to 72 hours for potential user matching; after which they will be dropped
Attribution events will only show up in the UI once Amplitude has successfully matched the event to an existing Amplitude user
In essence, these are the 2 main culprits for missing attribution events:
Missing Advertising ID
Lack of a subsequent non-attribution event within 72 hours of ingesting the attribution event
Here is a handy graphic to help you visualise the flow of attribution events and whether they manage to land on the moon:
Feel free to leave a comment below if you have any questions about any content that I covered. Always more than happy to help!