Definition
Non-aggregatable metrics are specific to their segments, meaning that summing these metrics can lead to inaccuracies. They cannot be combined across different segments without distorting their true values.
Overview
To illustrate the challenges of working with non-aggregatable metrics, we will examine user-level data. Note that this type of data is not available in Windsor.ai.
Consider an advertising account structure where multiple ads from various campaigns reach the same individual, Jennifer.
Reach
Reach is defined as the total number of unique individuals who have seen an ad. For example, if an ad has been viewed by 100 people, its reach is counted as 100.
In our scenario, although all 4 ads reached Jennifer, the correct reach should be recorded as 1 at the campaign level, not 2. Aggregating reach across ads or campaigns would inflate the totals inaccurately.
| Level | Accurate Reach |
|---|---|
| Account | 1 |
| Campaign | 1 |
| Ad | 1 |
Reach as an Aggregatable Metric
If reach were treated as aggregatable, the summed totals would be misleadingly high. For instance, if reach appeared as 4 instead of the correct value of 1, this would misrepresent the actual audience size.
| Date | Name | Campaign Name | Ad Name | Reach |
|---|---|---|---|---|
| All | All | All | All | 4 |
| 2022-02-01 | Jennifer | Campaign 1 | Ad 1 | 1 |
| 2022-02-01 | Jennifer | Campaign 1 | Ad 2 | 1 |
| 2022-02-03 | Jennifer | Campaign 2 | Ad 1 | 1 |
| 2022-02-04 | Jennifer | Campaign 2 | Ad 2 | 1 |
Additionally, removing dimensions from the Data Preview when analyzing reach can lead to further inaccuracies.
Reach as a Non-Aggregatable Metric
By treating reach as a non-aggregatable metric, it ensures that the metric does not display a total count unless all relevant dimensions, including date and user segments, are included in the Data Preview.
| Date | Name | Campaign Name | Ad Name | Reach |
|---|---|---|---|---|
| All | All | All | All | – |
| 2022-02-01 | Jennifer | Campaign 1 | Ad 1 | 1 |
| 2022-02-01 | Jennifer | Campaign 1 | Ad 2 | 1 |
| 2022-02-03 | Jennifer | Campaign 2 | Ad 1 | 1 |
| 2022-02-04 | Jennifer | Campaign 2 | Ad 2 | 1 |
This approach helps maintain accurate totals.
Conclusion
Navigating non-aggregatable metrics requires careful consideration to avoid inaccuracies. While metrics like total clicks can be aggregated over smaller time frames for broader insights, non-aggregatable metrics such as unique clicks must be handled with precision to ensure data integrity and accuracy in reporting.