Data Integrity & Accuracy

Overview

With any data aggregation platform, it is important to know how, and when, that platform is accessing connected data feeds. At Hawke AI, we want to ensure that our users are aware of how data feeds are managed to ensure the highest level of accuracy and consistency when comparing the data in Hawke AI to the individual ad or analytics platforms.

Below we share how we access connected data streams and offer methods for you to validate that your Hawke AI data, and therefore insights, are accurate.

Data Freshness of Connected Platforms

Universal Analytics & GA4

• All data accessed on display of the page in Hawke AI via API.
• Google does note that there can be up-to a 48 hour delay, depending on the quantity of data in an individual Google Analytics account.

Google Search Console

• All data accessed upon display of the page in Hawke AI via API.

Google Ads

• Data within 72 hours accessed via API.
• Data older than 72 hours accessed via data store.

Facebook Ads

• Data within 24 hours accessed via API.
• Data older than 24 hours accessed via data store.

Microsoft Advertising

• Data within 24 hours accessed via API.
• Data older than 24 hours accessed via data store.

LinkedIn Ads

• Data within 24 hours accessed via API.
• Data older than 24 hours accessed via data store.

Shopify

• Data within 24 hours accessed via API.
• Data older than 24 hours accessed via data store.

Matching Your Data

The best way to match individual platform data with that of Hawke AI is to use the individual platform reports, found under the Reporting menu. Set the same date range in Hawke AI and in the platform to compare high-level metrics.

It is best to select historical date ranges beyond 24 hours (72 hours for Google Ads matching) to ensure that the data in the platform matches what is provided via API to Hawke AI.

Matching Google Universal Analytics:

• In Hawke AI, navigate to Reporting –> Universal Analytics
• To validate sessions and bounce rate:
  • In Google Analytics, navigate to Audience –> Overview
  • Ensure the same date ranges are selected
  • Compare the values for sessions and bounce rate
• To validate conversions and conversion rate:
  • In Google Universal Analytics, navigate to Conversions –> Goals –> Overview
  • Ensure the same date ranges are selected
  • Compare the values for conversions and conversion rate

Matching Google Analytics 4:

• In Hawke AI, navigate to Reporting –> Google Analytics 4
• To validate sessions and engagement rate:
  • In Google Analytics, navigate to Reports –> Acquisition –> Traffic Acquisition
  • Ensure the same date ranges are selected
  • Compare the values for sessions and engagement rate
• To validate conversions
  • In Google Analytics 4, navigate to Reports –> Engagement –> Conversion
  • Ensure the same date ranges are selected
  • Compare the values for conversions

Matching Google Search Console:

• In Hawke AI, navigate to Reporting –> Google Search Console
• In Google Search Console, navigate to Performance –> Search Results
• Ensure the same date ranges are selected
• Compare all four of the default metrics (note that Google rounds their display of these metrics)

Matching Google Ads:

• In Hawke AI, navigate to Reporting –> Google Ads
• In Google Ads, navigate to All Campaigns –> Campaigns and ensure that there are no active filters
• Ensure the same date ranges are selected (best to test with dates older than 3 days)
• Compare the metrics from the bottom of the Google Ads page (see “Total: Account” row) to the values shown at the top of the Hawke AI page
• Potential issues:
  • Conversion-based metrics (Conversions, Conversion Rate, CPA) do not match – this is likely conversion lag due to the conversion window set in Google Ads (conversions may continue to increase in Google Ads, while Hawke AI does not monitor for these changes after 72 hours)
  • Search Impression Share values may differ between Google Ads and Hawke AI as a result of the estimated and aggregation for this metric. See FAQ for more details.
  • Hawke AI contains a subset of your Google Ads campaigns due to selective importing of campaigns during Hawke AI setup

Matching Facebook Ads:

• In Hawke AI, navigate to Reporting –> Facebook Ads
• In Facebook Ads, navigate to Campaigns and ensure that there are no active filters
• Ensure the same date ranges are selected
• Compare the metrics from the bottom of the Facebook Ads table (see “Results from # campaigns” row) to the values shown at the top of the Hawke AI page
• Potential issues:
  • Conversion-based metrics (Conversions, Conversion Rate, CPA) do not match – this is likely conversion lag due to the conversion window set in Facebook Ads (conversions may continue to increase in Facebook Ads, while Hawke AI does not monitor for these changes after 24 hours)
  • Hawke AI contains a subset of your Facebook Ads campaigns due to selective importing of campaigns during Hawke AI setup

Matching LinkedIn Ads:

• In Hawke AI, navigate to Reporting –> LinkedIn Ads
• In the LinkedIn Ads Campaign Manager, navigate to Campaigns and ensure that there are no active filters
• Ensure the same date ranges are selected
• Compare the metrics from the top of the LinkedIn Ads table (see “# campaigns” row) to the values shown at the top of the Hawke AI page
• Potential issues:
  • Conversion-based metrics (Conversions, Conversion Rate, CPA) do not match – this is likely conversion lag due to the conversion window set in LinkedIn Ads (conversions may continue to increase in LinkedIn Ads, while Hawke AI does not monitor for these changes after 24 hours)
  • Hawke AI contains a subset of your LinkedIn Ads campaigns due to selective importing of campaigns during Hawke AI setup

Matching  Microsoft Advertising:

• In Hawke AI, navigate to Reporting –> Microsoft Advertising
• In Microsoft Advertising, navigate to All Campaigns –> Campaigns and ensure that there are no active filters
• Ensure the same date ranges are selected
• Compare the metrics from the bottom of the Microsoft Advertising page (see “Overall total – # campaigns” row) to the values shown at the top of the Hawke AI page
• Potential issues:
  • Conversion-based metrics (Conversions, Conversion Rate, CPA) do not match – this is likely conversion lag due to the conversion window set in Microsoft Advertising (conversions may continue to increase in Microsoft Advertising, while Hawke AI does not monitor for these changes after 24 hours)
  • Hawke AI contains a subset of your Microsoft Advertising campaigns due to selective importing of campaigns during Hawke AI setup

FAQ

Q: All of my data matches, except for conversions. Why is that?
A: While the ad platforms that Morphio connects with finalize almost all metrics within 24 hours (72 hours with Google Ads), conversions are often the exception due to conversion window settings within the connected platform. The number of conversions shown in the ad platform can, and often do, increase over time as a result of the conversion window set for the individual campaign.

Q: Why does my Google Ads Search Impression Share not match between Morphio and Google Ads?
A: In Google Ads, search impression share is noted as “the impressions you’ve received on Google search sites divided by the estimated number of impressions you were eligible to receive.” Given the estimated nature of eligible impressions, and the need to aggregate this daily, it is possible that Morphio may report data that is slightly different from Google Ads. Given the nature of this metric, as it relates to strategic decision making, this difference is negligible.

Q: Why does real-time (or live) data not match?
A: In some instances, the real-time components of Morphio may not exactly match what you see as live data in the connected platform. This is a result of the lag in the connected platform updating the data available via their API. The notion of ‘real-time’ connectivity can often more accurately be thought of as ‘as close to real-time as possible’.

Q: Does Morphio factor in credit notes or invalid activity refunds?
A: It is common for ad platforms to credit business back when they identify invalid or potentially-fraudulent ad clicks. Ad platforms consciously make these adjustments at the billing level and do not adjust already-finalized campaign metrics. As such, Morphio does not factor in these credit notes in any report or feature.

Q: How do different currencies work within the Morphio data?
A: Morphio uses the same currency as is set in your connected Google Analytics view. For more information, please refer to this resource.

Q: Where and how often is information updated for each feature in Morphio?
A: Each feature within Morphio contains a sub-heading (see example below) that shares information relating to when the data/insights were last refreshed, how it is updated, and links to helpful resources (resource guide article and feature video).