Clicks versus Unique Clicks

Attribution Analytics measures gross clicks as well as unique clicks. Gross clicks count all click requests including those from the same user (regardless if the requests are unique), and are shown as just “clicks” in the platform.

Unique clicks are only counted once per user per 24 hours (based on UTC). So if a user clicks a TUNE link twice in a 24-hour period, then Attribution Analytics measures one unique click and two gross clicks.

Whether a measured click is unique or not is based on the following two methods:

  1. Client-based determination using cookies
    • Check if there is a click cookie set that identifies the user as already having clicked on the TUNE link within the last 24 hours.
    • If no cookie is set, check for other identifiers (e.g. Device IP) to determine click uniqueness. If no match is found, then measure the click as a unique click and a gross click. Set the click cookie to expire in 24 hours.
    • If a cookie is set, then simply measure the click as a gross click (which does not increment unique clicks) because the user already clicked the TUNE link within 24 hours (and it’s not unique).
  2. Server-based determination using unique identifiers
    • If the advertising partner (publisher) included a Unique Identifiers for Attribution in the TUNE link on click, then check if there is a click with the same unique identifier within the last 24 hours.
    • If no matching click is found (with the unique identifier), then count the click as a unique click and a gross click. Set the click cookie to expire in 24 hours.
    • If a matching click is found, then simply measure the click as a gross click (which does not increment unique clicks) because the user already clicked the TUNE link within 24 hours (and it’s not unique).

When are clicks not unique?

Non-unique clicks are generated when users return to their web browser or app (that displays the ad) and click the ad a second time. Or the partner displays an ad multiple times to the same user within a 24-hour period and the user clicked it more than once.

If all clicks for a partner are measured as gross clicks and there are very few unique clicks, then the partner is likely including the same value (for a unique identifier) for multiple users.

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