ID counting methodologies
ID counts help you measure the reach of your segments and verify that your user IDs were successfully ingested. After you upload your data to the platform, you can use the Segments Dashboard to view the ID counting metrics.
Here's what you need to know about ID counts:
- Accuracy for each count improves after a segment reaches more than 10,000 IDs.
- Each count has a sampling rate of 1 in 100.
The following table describes each ID counting metric, including when IDs are counted, recommended use cases, and key behavioral attributes.
NOTE: Received ID counts is scheduled to be deprecated and replaced by hit counts. For details, see Upcoming API changes for providers.
| ID counting metric | When is an ID counted? | Use case | Update cadence | Count sample window | ID resolution levels |
|---|---|---|---|---|---|
| Active IDs | When the ID appears in our active bidders in the last seven days. | Measuring the reach of your segments. | 6-9 hours or 24 hours max |
Last 7 days (seen in bidding) | Persons, households, and devices |
| Hit counts | When an ID is ingested into a segment, without deduplication. If the same ID is ingested more than once, each ingestion is counted. | Confirming how much data you have sent and troubleshooting ingestion issues. | 1-2 hours | Last 1, 7, 30, and 180 days (ingested) | Devices only |
| Received IDs | When a unique ID is ingested into a segment (TimeStampUtc) in the last 30 days.NOTE: CRM data segments include total UID counts, which are the same as received IDs but without the 30-day lookback. |
Checking how many unique IDs are in your segment. | 6-9 hours or 24 hours max |
Last 30 days (ingested) | Devices only |
FAQs
The following are frequently asked questions about ID counting methodologies.
Why does my count look lower or less accurate than I expect?
ID counts sample 1 in every 100 devices rather than every device. Segments that have fewer than 10,000 devices are more likely to show a less accurate count. Accuracy improves as the segment population grows.
Why didn't my active ID count update right after I sent data?
For active IDs, it takes about 24 hours after data ingestion for the count to be fully representative of what IDs are active within a segment.
Why is my hit count higher than my received or active count?
Hit counts aren't deduplicated, they count every ingestion rather than each unique ID once. If the same ID is ingested more than once, each ingestion is counted again.
How long does it take for hit counts to update after ingestion?
Hit counts take up to two hours to update after ingestion.
Why do my CRM segment received counts look different?
CRM data segments include total UID counts, which are the same as received IDs but without the 30-day lookback. Expect CRM segment counts to behave differently from other received ID counts for this reason.