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Understanding the Data on the Analytics Page
Understanding the Data on the Analytics Page
Updated over a week ago

Explanation of Key Data Sets

Let's breakdown the data that you're seeing on the Analytics page.

Using the screenshot above for reference, lets examine the various components.

New Profiles

This is the total number of net-new profiles as identified from sessions during the selected time period.

Returning Profiles

This is the total number of previously identified profiles that have returned to your website and have been identified during subsequent sessions during the selected time period.

Page Views

This is the total number of pages visited by visitors during identified sessions during the selected time period.

Total Sessions

This is the total number of sessions generated by visitors during the selected time period. A session is activity generated by a visitors that can include multiple page views.

Defining a Session

A session is a visit from a user that we have been able to positively identify as being in the United States. If someone is using a VPN or a proxy, it can greatly affect our ability to confirm that they're in the US. If we can't confirm that they're in the US, we abandon the identification process because they could be European and spoofing their location (as one does with a VPN or proxy). Our session count almost always varies (lower count) from what you would see in something like Google Analytics - because they aren't governed by the same rules as us.

Once we know they're in the US, other things that can affect our performance are private browsing or a user recently clearing their cookies or using a new(er) device. If they don't give off signals about their identity on purpose, it hurts our chances - which is understandable.

Expected Results

This is real data, from a real client, whose identity has been masked.

For the sake of the math, March 22nd will be excluded from the calculations as it is a partial day and the screenshot was taken at 5am Eastern.

Excluded figures are: 7 new, 1 repeat, 51 page views, 41 sessions.

Data Set

New Profiles: 323

Returning Profiles: 47

Total Profiles: 370

Page Views: 1,516

Sessions: 1,142

Identified Visitors

Of the 1,142 sessions where we were able to concretely identify that the visitor was in the United States, we were able to identify the visitor 32% of the time. This is slightly higher than our estimated 20-30% of traffic that we normally say that we can identify.

Page Views

With 1,516 page views over 1,142 sessions, we can calculate that the average session comprised of 1.32 page views.

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