multiple choice

Explain channel counts that do not add up

Digital & Marketing Analytics · Adobe Analytics · medium · Original Uplift question · Adobe Analytics · 6 min

In Adobe Analytics, unique visitors by channel show Paid Search 120,000, Email 60,000, and Direct 90,000 for a period whose report total is 240,000, not 270,000. What is the best explanation?

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A. Unique visitors is deduplicated: someone who arrives through two channels counts once in the total but once in each channel rowB. Thirty thousand visitors were dropped by bot filtering after the rows were calculatedC. The report is sampled, so the total is an estimate and the rows are exactD. The tag fires late on direct traffic, so those visitors are double counted

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Explain channel counts that do not add up

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