If you use third-party analytics or attribution tools alongside Vibe, you may notice different numbers for the same campaigns. This is expected and does not mean either tool is wrong.
How Vibe works with third-party tools
Vibe pushes campaign data to integrated third-party tools. Depending on the integration, this includes:
Impressions (ad views)
Vibe-attributed page views
Vibe-attributed purchases
Vibe-attributed leads
Once a third-party tool receives this data, it applies its own multi-touch attribution model to decide how to distribute credit across all your marketing channels. This means a purchase that Vibe attributes may be re-attributed (partially or fully) to another channel, depending on that tool's rules.
Every Vibe-attributed conversion represents a real household that saw your ad and later took action. Even when a third-party tool assigns final credit elsewhere, Vibe's data shows how CTV contributes to your wider marketing mix.
Why numbers differ
Each tool has its own attribution model:
Vibe: IP-based view-through attribution. Credits a conversion when the same household that saw your TV ad later takes action on your website within the attribution window.
Third-party tools: Apply multi-touch, last-click, or data-driven models that consider all channels in the customer journey. They may distribute credit differently based on their methodology.
The result: the same purchase can be fully attributed to Vibe in the Vibe dashboard and partially (or not at all) attributed to Vibe in a third-party tool. This is not double-counting; it reflects different perspectives on the same customer journey.
How to interpret the data
Vibe shows CTV's contribution to your marketing mix. Every attributed conversion in Vibe represents a real household that was exposed to your ad and later converted. This data answers: "Is my TV advertising driving results?"
Third-party tools show how all channels work together. They answer: "How should I distribute credit across my entire marketing mix?" Their models may weigh CTV differently than Vibe does.
Expect numbers to differ. This is normal across any two attribution tools, even outside of CTV. Different models, different lookback windows, different matching methodologies all produce different numbers.
Align attribution windows. If Vibe is set to 30 days and your third-party tool uses 7 days, they are measuring different time horizons. Aligning these helps reduce (but not eliminate) discrepancies.
Look at trends. If Vibe shows increasing attributed conversions and your other tools show growing direct or branded search traffic during the same period, your CTV campaign is driving awareness that converts through other channels.
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