All the analytics reported on Branch dashboard default to be unique.
For example, if a user clicks on a Branch link 5 times, Branch dashboard will de-duplicate the user and display this as one unique click. This applies to all events on the Branch dashboard.
Select visualizations also allow you to see total (i.e. non-unique) numbers - which are aggregated count of events without any user level deduplication. In the example from above, unchecking the “Unique” box will show a total of 5 clicks.
Frequently asked questions about Unique Counts
How does Branch calculate unique counts?
Branch events are de-duplicated using a probabilistic algorithm to aggregate unique counts.
Because of this deduplication algorithm, Unique counts may be within a 4% window of error. For example, if you have 100 total clicks, and 90 of those were from were truly unique users, it's possible that the dashboard could report within 4% of that 90 number. If you want a more accurate unique count, we recommend exporting raw data and de-duplicating numbers across events.
Total counts on my dashboard are lower than unique
The algorithm Branch uses to deduplicate events works best with large datasets. With low event counts, the 4% error rate in Branch’s algorithm may sometimes cause unique counts of events to be higher than total counts.
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