Why Is There a Discrepancy in the Cards Sent and Impressions Count in Campaign Analytics and Segmentation and Analytics?

Problem

There is a discrepancy in the cards sent and impressions count in campaign analytics and segmentation and analytics.

Explanation

The difference in the cards sent and impressions count between campaign analytics and segmentation is expected.

Campaign Analytics shows the event count for impressions, which can include multiple impressions from the same user.
Segmentation provides a unique user count, which can't be directly compared to event counts.

Additionally, a high number of sends might occur if the Max Times To Show setting is set to none and the card isn't pinned, leading to multiple sends being recorded. This behavior is normal.

max times.jpg

Segmentation Counts

The Create Segments page always provides a unique users count.

Analytics Counts

Analyze section pages - Behavior, Funnel, Retention, and so on pages provide two different kinds of counts.

Total event count. This is the count of the user action or event. The total event count is available for hourly, daily, weekly, and monthly granularity.
Unique user count. This is the count of distinctive or individual users performing the events. A user can perform a specific event multiple times. Unique user count is available at hourly, daily, weekly, and monthly granularity.

Campaign Counts

Impressions. This represents the number of user devices that received the cards sent by the marketer. It can also be seen as the total event count of impressions.
Clicks. This represents the total number of cards clicked by the users after the notification is delivered. It can also be seen as the total event count of clicks.
Conversion Events. This represents the total number of primary conversion goal events that occurred within the attribution period from the time the user received the cards.
Conversions.
- For campaigns with only one recurrence, conversion represents unique users who have accomplished the primary conversion goal event at least once within the attribution period.
- For campaigns having multiple recurrences, conversion represents unique users who have accomplished the primary conversion goal event at least once within the attribution period for each recurrence. For example, If a user receives one campaign instance on day X and another on day Y and converts once on both days, the conversions will be counted as two.

For more information, refer to Different count in Analytics, Segmentation, Campaigns stats & Flows.