You should start with both ways, organic content +paid ads.
Of course you need to choose your product niche to start with, no matter for which ways. It means that you are targeting the right audience and user groups.
Try logging in via both the website and the mobile app to see if one works.
Or you just submit a ticket at Reddit Help and ask for support.
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We used to do affiliates programs in Youtube, they count a "click" when someone interacts with your ad, while analytics counts a "session" which requires the page to fully load and the tracking code to execute. So it could be a main reason for your mentioned discrepancy.
For example, sometimes...
It still work now with previous users and people from certain age stages. But now new generations mostly pour into new platforms like Tiktok.
And you know once business gets worse, they would have to get profits from more ads shown, higher ads costs, more charged services etc..
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