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Snapchat reporting differences between the UI and warehouse

Introduction

Snapchat reporting differences can happen when the metrics shown in the Snapchat frontend UI do not match the values returned by the Snapchat API. In Kleene, warehouse data is based on the API response received during extraction. If the Snapchat UI uses different definitions, attribution logic, or aggregation rules, the UI and warehouse values may not reconcile exactly.

Issue description

A discrepancy was identified between Snapchat frontend metrics and the data loaded into the warehouse. For example, the Snapchat UI showed significantly higher unique views than the values in:

PROD.INGEST.SNAPCHAT_V008_PUBLISHERSUMMARY

The issue was not caused by Kleene transforming or recalculating the metric. Kleene ingests the values returned by the Snapchat API without transformation.

Signs

You may be dealing with this issue if Snapchat metrics in the frontend UI are higher or lower than the values available in the warehouse. This is especially likely when comparing metrics such as unique views, reach, impressions, or other platform-defined engagement measures.

The discrepancy may appear even when the extract has completed successfully and the warehouse table is populated correctly.

Basic troubleshooting steps

Start with the following checks to narrow down the cause of the discrepancy:

  • Confirm which Snapchat UI metric is being compared against the warehouse field.
  • Check the exact warehouse table and column being used for comparison.
  • Confirm the date range, timezone, campaign, account, and aggregation level match between the UI and warehouse query.
  • Check whether the metric is returned directly by the Snapchat API.
  • Confirm that Kleene is ingesting the API value without transformation.
  • Review Snapchat API documentation for the metric definition.
  • Check whether the Snapchat UI and API use different attribution windows, aggregation logic, or availability rules.
  • Collect examples before escalating to Snapchat for confirmation.

Common causes and how to fix them

Different UI and API metric definitions

Snapchat may define a metric differently in the frontend UI compared with the API. A metric label may look the same, but the underlying calculation can vary depending on reporting surface, aggregation level, or availability.

How to fix it: compare the Snapchat UI definition with the Snapchat API documentation. Confirm whether the API metric is expected to match the UI metric exactly before treating the difference as a data issue.

Different aggregation logic

The Snapchat UI may aggregate metrics differently from the API response. For example, unique metrics may not always be additive across campaigns, dates, or dimensions. Summing values in the warehouse can produce a different result from the UI if the UI deduplicates at a different level.

How to fix it: match the aggregation grain as closely as possible. Compare the same account, campaign, date range, and dimensions, and avoid summing unique metrics across levels where deduplication rules may differ.

Attribution window differences

Snapchat frontend reporting and API reporting may use different attribution windows or update schedules. This can cause one source to show higher or lower values for the same period.

How to fix it: confirm the attribution window used in the UI and compare it with the API reporting settings. If the attribution logic differs, document the expected difference.

Data availability or refresh timing

The UI and API may not update at exactly the same time. One source may contain fresher or backfilled data while the other still reflects an earlier state.

How to fix it: compare timestamps and rerun the extract after allowing time for platform data to settle. If the discrepancy reduces later, it may be caused by reporting latency rather than incorrect ingestion.

API limitation or platform behaviour

Some Snapchat metrics may not be available through the API in the same way they are shown in the UI. In these cases, the warehouse can only reflect what the API returns.

How to fix it: escalate examples to Snapchat and ask whether the API has known limitations or differences for the affected metric.

Practical troubleshooting workflow

  1. Identify the exact Snapchat UI metric that appears different.
  2. Identify the matching warehouse table and column being compared.
  3. Confirm that the same account, campaign, date range, timezone, and filters are being used.
  4. Check whether the metric is a unique or deduplicated metric.
  5. Query the warehouse at the closest possible grain to the UI report.
  6. Confirm that Kleene is ingesting the API value without transformation.
  7. Review Snapchat API documentation for metric definitions and known limitations.
  8. If the discrepancy remains, capture screenshots, warehouse query results, date ranges, and example IDs.
  9. Escalate the examples to Snapchat for confirmation of API behaviour or UI/API differences.

Best practices to avoid Snapchat UI and API comparison issues

  • Compare metrics at the same reporting grain wherever possible.
  • Be careful when summing unique metrics across multiple rows or dimensions.
  • Confirm date ranges, timezones, filters, and attribution windows before raising a data issue.
  • Treat the warehouse as the API-reported value, not a recalculation of the Snapchat UI.
  • Document known differences between Snapchat UI metrics and API metrics.
  • Allow for reporting latency before comparing very recent data.
  • Escalate clear examples to Snapchat when API and UI definitions appear inconsistent.

Additional information

For this issue, Kleene was ingesting the values returned by the Snapchat API without transformation. The likely cause of the discrepancy was a difference between Snapchat frontend reporting and API reporting, such as metric definitions, aggregation logic, attribution windows, or data availability.

If this happens again, validate the metric definitions between the Snapchat UI and API first. If the difference cannot be explained internally, escalate specific examples to Snapchat for confirmation of API limitations or known discrepancies.

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