People

There are two versions of the ‘People’ metric.

For members of the Device Co-op that do not use Cross-Device analytics, the ‘People’ metric is a statistically-derived count of the number of people represented in the report. It is the number of visitor IDs that are identified by the Device Co-op plus the number of devices that are not identified by the Co-op.

Within a Cross-Device analytics virtual report suite, the ‘People’ metric is a not a statistical derivation. Instead, it is the sum of individuals who are identified in the report, plus the number of devices that are not identified as belonging to a person.

If a visitor is identified mid-visit, that visitor can count as 2 People (1 unidentified person and 1 identified person). Replay mitigates this double counting depending on the reporting window, replay frequency, and success rate. See Unique devices for more information.

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