Network clicks versus MMP clicks: three legitimate reasons they differ
A click discrepancy is not automatically fraud. A reproducible illustrative example with editable inputs and explicit limits.
A click discrepancy is not automatically fraud. This lab splits the gap into unsent clicks, unmatched clicks and MMP-only clicks.
Define the calculation before using it
Enter network clicks, MMP clicks and the matched click count. Label network-only and MMP-only remainders. Further classification into definition, latency or invalid traffic needs the raw logs.
Work through the synthetic example
50,000 network clicks, 42,000 MMP clicks and 40,500 matched leaves 9,500 network-only and 1,500 MMP-only. Those remainders are investigation queues, not a verdict.
| Output | Worked-example result |
|---|---|
| Network only | 9500.0000 |
| MMP only | 1500.0000 |
| Match rate vs network % | 81.0000 |
Use the artifact and preserve its assumptions
Open the editable calculator to change the inputs and inspect the sensitivity view. The CSV records synthetic inputs and expected outputs; the JSON fixture keeps the equations available for reproduction. These calculations have been checked against the stated example. No measured campaign data is included.
The sensitivity rows vary only both by 20% below and above the entered value. They are scenarios, not confidence limits or a forecast distribution. A row outside the model’s constraints is labelled rather than turned into a plausible-looking result.
Evidence and limits
MMP click documentation describes recorded clicks after the measurement link is hit. Network UI clicks can include events that never reached that link. See AppsFlyer clicks and impressions, especially “Clicks and impressions”.
Click definitions (engaged click, mraid, prefetch) differ by network. This arithmetic cannot name the cause.
Background: Reading an MMP dashboard without fooling yourself and UA metrics explained: CPI, ROAS, LTV and payback. These existing articles provide context; the present calculation does not verify every archived claim.
No actual campaign outcome or recommended industry default is claimed.
