In this article we will review what NinjaCat defines as a Unique Metric and why unique metrics can sometimes be tricky if you are comparing data.
You might be asking yourself right now, "Hey aren't all my metrics unique snowflakes that grace my reports with important, relevant data?" Yes, they are. In our case here though, unique metrics are any metrics we cannot calculate the same way they are calculated in their original datasource.
Part of NinjaCat's ability to filter and slice and dice data in so many different ways is that we ask datasource APIs for data at the most granular level and then we add it up on our end. For example, let's say you want to see Google Ads clicks over the last month. We don't ask Google for last month's click data. We ask Google for how many clicks each day last month had by day. Then we add all that data up on our end and give you a total of clicks for last month. This works great for most metrics.
Unique metrics, however, aren't this simple. Let's take Google Ads Impression Share for example. If you ask for Impression Share over the last month, NinjaCat will ask Google Ads for Impression Share for each day last month and then add it all up together and do some division to show an average. Since Impressions share counts unique instances, the average for a day is calculated by the API differently than the average for a month or group of days. NinjaCat, however, is still calculating this more complex metric the same way it would add up a more straight forward metric like Clicks.
With the amount of integrations we work with, and the ever changing list of metrics, it's almost impossible to offer a definitive list of unique metrics in this article. However, it's safe to say if the metric you are having issues with measures unique elements (i.e. how many users accessed something or how many impressions a unique search potentially could have seen) chances are you are dealing with a unique metric.
So what now?
Assuming you are trying to work with a unique metric, there are a few ways to report on unique metrics in NinjaCat accurately.
1. See if there is a "unique" version of the metric in our Metrics list. You'll notice the word "unique" in parenthesis if this option is available. These options calculate the unique metric differently than standard metrics and can result in a more accurate total.
2. When presenting a unique metric, try to avoid using scorecards. A table or graph allows you to select a dimension to measure which will give you some more control. This allows you to select a dimension that is specific to your datasource as oppose to an aggregate datasource. A network specific datasource will calculate your metrics similar to how you see your metrics in your datasource. You can tell a dimension is network specific if it is listed underneath your datasource as oppose to under the Aggregate options in the metrics dropdown.
Aggregate Options Network Specific Options
If none of these options help you, or you have more questions on unique metrics, you can always contact our Customer Advocacy Team who can work with you to see if there is any way to get the data closer to what you are seeing from the source. Just click on the bot icon in the bottom corner of your NinjaCat account to request a call, or submit a ticket.