When analyzing the adoption reports, you may notice a difference in the number of assets when switching between different breakdown views such as "Market" and "Brand." These differences are a natural result of how data is organized and accessed within the system.
Because assets can belong to multiple markets, you might see different numbers depending on which view you apply. Some assets may be under “Not Specified” not appear under certain filters due to their categorization within the system.
Duplication of Asset Count
Duplication of asset count can occur assuming an asset is scored for different markets or workspaces which can result in higher counts because the system does not deduplicate these entries.
Example Scenario
If an asset for Brand X runs in both the US and Canada and you break it down by market, it will be counted twice—once for each market.
However, if you view it by Brand X, it will only be counted once, regardless of the markets it runs in.
This example highlights how the platform's counting mechanism works and why different breakdown filters can result in varying totals.
Most Accurate Count: Filter by "Brand"
For the most accurate count of unique creatives, we recommend filtering by "Brand." It is less common for an ad account to be associated with more than one brand, which helps to reduce discrepancies in the report. Even if a brand is not assigned, it will appear under "Not specified," ensuring that it is still counted individually
Ad Accounts Without Associations
Some ad accounts might not be directly associated with a "Market" or "Brand," leading to discrepancies. Additionally, ad accounts often link to multiple markets (e.g., English-speaking markets), causing duplicated creatives and inflating the total when viewed through a "Market" breakdown.
To learn how to label your ad accounts, check out this Help Center article: How do I add brand and market labels for your ad account?