- Analytics Components Guide
- Dimensions
- Dimensions overview
- Dimension compatibility
- All search page rank
- AM/PM
- Browser height
- Browser type
- Browser width
- Browser
- Campaigns
- Category
- Cities
- Color depth
- Connection type
- Cookie support
- Countries
- Custom link
- Customer loyalty
- Day of month
- Day of week
- Day of year
- Day
- Days before first purchase
- Days since last purchase
- Days since last visit
- Domain
- Download link
- Entry dimensions
- eVar
- eVar (Merchandising)
- Exit dimensions
- Exit link
- First touch channel
- First touch channel detail
- Hit depth
- Hit type
- Hour of day
- Hour
- Identified state
- Java enabled
- Language
- Last touch channel
- Last touch channel detail
- Marketing channel
- Marketing channel detail
- Minute
- Mobile dimensions
- Monitor resolution
- Month of year
- Month
- Operating system types
- Operating systems
- Original referring domain
- Page URL
- Page
- Pages not found
- Paid search
- Persistent cookie support
- Product
- Prop
- Quarter of year
- Quarter
- Referrer type
- Referrer
- Referring domain
- Regions
- Return frequency
- Search engine
- Search keyword
- Server
- Single page visits
- Site section
- Time prior to event
- Time spent on page
- Time spent per visit
- Tracking code
- Tracking opt-out reason
- US DMA
- US states
- Visit depth
- Visit number
- Week
- Weekday/Weekend
- Year
- Zip code
- Metrics
- Metrics overview
- Average page depth
- Average page views per visit
- Average session length
- Average time on site
- Bounce rate
- Bounces
- Cart additions
- Cart removals
- Cart views
- Carts
- Checkouts
- Content velocity
- Custom events
- Entries
- Exits
- Instances
- Mobile views
- New engagements
- Occurrences
- Orders per visit
- Orders
- Page events
- Page views
- Pages not found
- People
- Product views
- Reloads
- Revenue
- Searches
- Single access
- Single page visits
- Time spent per visit
- Time spent per visitor
- Time spent overview
- Total seconds spent
- Unique devices
- Unique visitors
- Units
- Visitors with Experience Cloud ID
- Visits
- Segmentation
- Calculated Metrics
- Calculated and Advanced Calculated (Derived) Metrics
- Frequently Asked Questions
- How-to videos
- Calculated Metrics Workflow
- Calculated metrics workflow
- Find metrics
- Build Metrics
- Metric Type and Attribution
- Build a simple “Page Views per Visits” metric
- Segmented metrics
- Stack and replace segments
- Filtered and weighted metrics
- Order Assists Metric
- Use functions
- Participation Metric
- Tag calculated metrics
- Approve calculated metrics
- Share calculated metrics
- Calculated Metric Manager
- Metrics reference
- Virtual Report Suites
- Cross-Device Analytics
- Alerts
- Classifications
- Calendar events
- Real-time reporting
- Marketing Channels
US DMA
The ‘US DMA’ dimension reports the designated market area (DMA) of the visitor. It is based on media markets compiled by Nielsen.
Populate this dimension with data
This dimension references lookup rules internal to Adobe. The lookup value is based on the IP address sent with the hit. Adobe partners with Nielsen to maintain lookups between IP address and DMA. This dimension works out of the box for all implementations.
If your organization follows stringent privacy regulations where obfuscating IP address isn’t enough, you can request to disable geolocation data entirely. Contact Customer Care with the report suite ID, and request to turn off ‘Geography’ for the report suite.
Dimension items
Dimension items include the DMA and DMA code of the visitor. The 3-digit code is not a zip code, but rather the DMA code from Nielsen. Example values include "Dallas-Ft. Worth (623)", "New York (501)", or "Los Angeles (803)". The dimension item "No Metro (0)" includes all international traffic outside of the United States.
Differences between reported and actual location
Since this dimension is based on IP address, some scenarios can show a difference between reported location and actual location:
- IP addresses that represent corporate proxies: These visitors can appear as traffic coming through the user’s corporate network, which can be a different location if the user is working remotely.
- Mobile IP addresses: Mobile IP targeting works at varying levels depending on the location and the network. A number of carriers backhaul IP traffic through centralized or regional points of presence.
- Satellite ISP users: Identifying the specific location of these users is difficult, as they typically appear to originate from the uplink location.
- Military and government IPs: Represents personnel traveling around the globe and entering through their home location, rather than the base or office where they are currently stationed.