Ad Platforms Attribution

Understand why conversions appear in AnyTrack before they show in Google Ads, Facebook Ads, TikTok Ads, or Google Analytics 4. Learn the standard attribution delays for each platform and how to troubleshoot reporting discrepancies between AnyTrack and your ad accounts.

AnyTrack records each conversion in real time. AnyTrack sends it at once to the ad platforms and analytics tools that you connect. The Conversion API, which sends conversions to ad platforms, starts on the Starter plan. Each platform then processes and attributes the conversion on its own schedule. Conversions therefore show in your AnyTrack Dashboard before they show in the platform’s reports.

Data Freshness by Platform

Platform	Reporting Delay	What Can Make It Longer
AnyTrack	Real time	Nothing. AnyTrack shows each conversion when it receives it.
Google Analytics 4	Up to 24 hours	The numbers can change for 24 to 48 hours. Some data arrives up to 7 days late.
Google Ads	Up to 3 hours with Last click. Up to 15 hours with other models, such as data-driven (the default).	Conversions imported from Google Analytics: up to 24 hours, sometimes more. iOS clicks (GBRAID or WBRAID): up to 72 hours.
Facebook Ads	Up to 72 hours	iOS app promotion campaigns (SKAdNetwork): at least 24 hours
TikTok Ads	Up to 2 hours	iOS campaigns: 24 to 72 hours. Wait 72 hours after an iOS campaign launch.
Microsoft Ads	Up to 3 hours	New UET tags: up to 24 hours

Google Analytics 4 Reporting Delays

AnyTrack sends conversions to Google Analytics 4 in real time through the Measurement Protocol. For standard properties, Google Analytics makes daily data available in about 12 hours. Processing can take 24 to 48 hours, and the numbers in your reports can change during that time. Some data arrives late, up to 7 days after the event. To see events as they arrive, use the Realtime report or DebugView in Google Analytics 4.

Learn more about Google Analytics data freshness.

Google Ads Attribution Delays

Account statistics (clicks, conversions, impressions) refresh hourly, so these metrics are typically no more than 1 hour behind. Conversions using “Last click” attribution are ready within 3 hours; conversions using other attribution models take up to 15 hours.

Some metrics still follow a daily schedule: non-last-click conversions become available at 3 p.m., and reach metrics by 11 a.m. the next day. Conversions imported from Google Analytics 4 (GA4) are ready within 12 hours for “Last click” attribution, or within 24 hours for other attribution models. Google can also update reporting metrics one or more days after the event, so conversions imported from GA4 can take more than 24 hours.

The “Last click” figures apply only to conversion actions that use the Last click model. Data-driven is the default attribution model for most conversion actions in Google Ads, so most accounts see the 15-hour delay. Learn about Google Ads attribution models.

GBRAID and WBRAID Conversions (iOS Traffic)

GBRAID and WBRAID are the click identifiers Google Ads uses for iOS traffic when a GCLID is not available. Google processes most uploaded conversions in less than 12 hours, but conversions keyed by GBRAID or WBRAID can take up to 72 hours. Google can then take a few more days before all successful uploads show in reports. During that window, the conversion action Diagnostics page can show received conversions that are not yet visible in campaign reports. Campaigns with a large share of iOS traffic, such as Demand Gen, produce more GBRAID and WBRAID clicks. Their conversions show later than GCLID conversions.

Learn more about Google Ads data freshness and Google’s guidance on conversion processing delays.

Facebook Ads Attribution Delays

On the Starter plan and above, AnyTrack sends conversions to Facebook Ads through the Conversion API in real time. Meta Events Manager shows each event when Meta receives it. Ads Manager shows a conversion only after Meta attributes it to an ad. Attribution can take up to 72 hours. Wait 72 hours before you compare Ads Manager with AnyTrack.

For iOS 14+ app promotion campaigns, Apple’s SKAdNetwork reports conversions to Meta with a delay of at least 24 hours. SKAdNetwork 4.0 postbacks arrive across a range of delays. SKAdNetwork applies to app promotion campaigns only.

Learn more about SKAdNetwork reporting in Meta Ads Manager.

TikTok Ads Attribution Delays

AnyTrack sends conversions to TikTok Ads via the Conversion API in real time. TikTok commits to processing events within 2 hours in Ads Manager. New tracking implementations may take up to 24 hours before activity appears in TikTok Ads Manager.

For iOS campaigns, wait at least 72 hours after launch before evaluating attribution data. TikTok’s Events Manager is not real-time, so verify event delivery using TikTok’s Test Events tool instead.

Learn more about TikTok Ads attribution.

Microsoft Ads Attribution Delays

Microsoft Ads processes clicks within 2 hours and conversions within 3 hours. New UET (Universal Event Tracking) tags require up to 24 hours for initial setup. AnyTrack imports Microsoft Ads campaign metrics on a schedule, so Amount Spent, Impressions, Clicks, Attributed Results, and Attributed Revenue in the Campaign Report lag the Microsoft Advertising reports by the length of one import cycle.

Invalid traffic adjustments may take up to one week to reflect in reports. Platform incidents have historically caused delays of up to 33 hours.

Why AnyTrack Shows Data Before Ad Platforms

AnyTrack processes conversion events as they happen and displays them immediately. Ad platforms add several processing layers before conversions appear in their reports:

Duplicate prevention: Platforms validate events against transaction IDs to remove duplicates
Fraud filtering: Invalid traffic and bot detection requires additional processing time
Attribution modeling: Non-last-click models require cross-session and cross-device data reconciliation
iOS privacy: SKAdNetwork batches conversion data, adding at least 24 hours of delay for iOS app promotion campaigns

This is expected behavior. Use AnyTrack for real-time campaign decisions and ad platform reports for final attribution numbers.

Troubleshooting Discrepancies

If conversions in AnyTrack do not appear in your ad platform after the expected delay window:

Under 30 minutes: Normal. All platforms have ingestion delays.
30 minutes to 72 hours: Find the platform in the table above. If less time has passed than the platform’s reporting delay, wait. If more time has passed, check the attribution model settings and the iOS campaign delays.
Over 72 hours: Check your integration settings for configuration issues, or verify the ad platform is not experiencing an outage. For Google Ads conversions keyed by GBRAID or WBRAID, allow a few more days before you treat the gap as a configuration issue.

Frequently Asked Questions

FAQ was last reviewed on 2026-10-05

Why do I see conversions in AnyTrack but not in my ad platform?

AnyTrack processes conversions in real time, while ad platforms add processing layers for fraud detection, duplicate prevention, and attribution modeling. Depending on the platform, conversions can take anywhere from 30 minutes to 72 hours to appear in ad platform reports, and longer for Google Ads conversions keyed by GBRAID or WBRAID. Check the delay table above for your specific platform.

How long should I wait before investigating a missing conversion?

Wait for the reporting delay of the platform: up to 72 hours for Facebook Ads, up to 24 hours for Google Analytics 4, and up to 15 hours for Google Ads conversions that use a model other than Last click. For TikTok Ads iOS campaigns, wait 72 hours. For Google Ads conversions keyed by GBRAID or WBRAID (iOS traffic), allow up to 72 hours of processing plus a few days before all uploads show in reports. If a conversion still does not appear after that delay, check your integration settings.

Do attribution model settings affect reporting delays?

Yes. Last-click attribution in Google Ads processes within 3 hours, but other attribution models, such as data-driven, can take up to 15 hours. Data-driven is the default model for most Google Ads conversion actions. In GA4, attributed conversion data can still change for up to 12 days after the conversion.

Why are my iOS campaign conversions delayed longer than web conversions?

Two separate mechanisms delay iOS conversions. For Facebook Ads and TikTok app promotion campaigns, Apple's SKAdNetwork privacy framework batches conversion data and adds at least 24 hours of delay, sometimes several days. That delay is imposed by Apple, not by AnyTrack or the ad platform. For Google Ads iOS traffic keyed by GBRAID or WBRAID, Google's own conversion processing takes up to 72 hours, plus a few days before all uploads appear in reports.

Does AnyTrack's data freshness differ by plan?

No. AnyTrack records conversions in real time and syncs ad platform metrics (spend, impressions, clicks) every hour on all plans. The plan decides where conversions go. The Conversion API starts on the Starter plan. On the Free plan, AnyTrack does not send conversions to ad platforms.