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How to reconcile advertiser and publisher reports
A step-by-step process for matching reporting between advertiser and publisher teams without guessing.
KiwiWall
ยท
Jul 03, 2026
ยท
12 min read
How to reconcile advertiser and publisher reports in brief
Cross-side reconciliation works when both teams compare the same identifiers, in the same window, with shared status definitions.
Who this is for
- Advertiser operators owning campaign budgets.
- Publishers managing multiple offer paths.
- Reporting and finance teams auditing payout.
Definition
Reconciliation matches:
- conversion events,
- status transitions,
- acceptance rationale,
- payout math by objective.
Decision table
| Symptom | Most likely issue | First fix |
|---|---|---|
| Publisher sees higher conversion than advertiser | Missing downstream reporting fields | Confirm event ID and objective mapping |
| Advertiser sees higher conversions than publisher | Delayed retries or import lag | Align processing windows and retries |
| Both see mismatched statuses | Incompatible status taxonomy | Use one shared status dictionary |
| Value mismatch only | Payout model differences by objective | Re-check conversion type and payout table version |
How it works
- Create a shared event ledger key (
click_id+transaction_id). - Restrict comparison to synchronized windows.
- Run source-by-source variance checks.
- Document root causes for every discrepancy.
Checklist
- Lock ID schema in one source of truth.
- Run manual reconciliation for first 2 deployment days.
- Reconcile status and payout weekly.
- Escalate unresolved deltas before payout.
Conversion link
Complete this before or alongside Advertiser postback reconciliation guide.
Next up
Week one launch timeline