Understanding your data

…In this video, we're going to review a couple of key items that will help…you understand the data and the reports that…we'll be looking at in Reports and Analytics.…The hierarchy of data context and…the concept of metric versus item-level reports.…Let's take a look at the hierarchy that will define just…about all the reports that you're going to be looking at.…First we have the visitor, or the unique visitor.…A unique visitor is meant to be a count of the different…people that come to your digital properties over a given time period.…

But the way it's technically defined is a little different.…Because of the way Adobe Analytics works, this…is technically a count of the unique cookie IDs.…And because cookies are unique to each browser on each device, this won't…actually be a perfect count of the number of people who have visited.…If, for example, I visit your website on my laptop, and then I go…sit down on the couch and I bring up your website on my tablet, and…then later I load up your website on my smart phone, I'll have three unique…