What is Frequency?

Frequency – How often they visit the content of the funnel.

When you first connect a data source with Funnel, the initial sync of data goes back about 2 years, or as far back as the platform allows. This is to ensure we are gathering as much historical data for you as possible.

After this initial sync, the frequency with which our connections import data varies between different platforms. Most of our connections import data several times a day, while some other connections import it once a day.

Along with downloading all of the new data for each day, Funnel also downloads a certain number of days in the past. This is because data can sometimes change and this can happen for several reasons.

The frequency depends on the platform, but most often data from an ad platform is imported every 3-4 hours. For most ad platforms the data retrieved for the current day, and the last few days is only an indication of what the final numbers will be. Depending on the source and other things like your attribution window settings at the ad platform the data will usually be stable after 7-30 days. has some more details that describe how this affects their reporting specifically.


Why are there mismatches in some historical data?

There can be multiple reasons why the numbers you see in Funnel do not match up with the number in the reporting interface of your ad platform. A few common ones are:

  • Attribution models: E.g some conversions are reported on the day that the last click before a conversion happened. If the attribution window is 30 days, the number of conversions from clicks for that day will not be complete until 30 days have passed. This may also affect other metrics like the cost in “cost per order” or similar payment models.
  • Technical: Big ad platforms operate huge clusters of servers on which your data is stored. Sometimes data gets lost and when it is found at a later point in time historical data gets corrected and updated.
  • Fraud-related: In cases where fraudulent clicks are discovered the clicks are removed by the ad platforms and the data is also adjusted retroactively.
  • Business-related: It is not uncommon that advertising costs get updated after being billed. This happens when, for example, transactions/conversions have been taken credit for by two different ad platforms and the user has been billed for them twice.

We look at what the typical amount of days is for each platform that they can amend data and use this as our guideline for how far we look back. However, in many cases, Funnel is actually directly or indirectly restricted by the ad platforms themselves. It could be that we’re not allowed to ask for data more often than we currently are or that the ad platform isn’t reporting new data more frequently than we’re currently importing it.


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