The difference in Campaign Counts

On the MoEngage dashboard, user behavior analysis can be analyzed on different pages - Analyze, Segmentation, and Campaign stats section.

Segmentation Counts

Create segments page always provide unique users count.

Analyze Counts

Analyze section pages - Behavior, Funnel, Retention, etc. pages provide two different kinds of counts -

1. Total event count - This is the count of the action/event done by the user. The total event count is available for hourly, daily, weekly, and monthly granularity.

2. Unique user count - Unique user count is the count of distinctive/individual users who are performing the events, a user can perform a specific event multiple times. Unique user count is available for hourly, daily, weekly, and monthly granularity.

Total Event and Unique user count can be seen in Behavior & Funnels.
Retention always provides a unique user count.

Campaign counts

Here we have taken an example of the Push campaign - 

Impressions represent the number of user devices that have received the notification sent by the marketer. It can also be seen as the total event count of impressions.

Clicks represent the total number of notifications clicked by the users once the notification is delivered to them. It can also be seen as the total event count of Clicks.

Conversion Events represent the total number of primary conversion goal events that happened within the attribution period from the time user received the notification.

Conversions
1. For campaigns having only one recurrence, conversion represents unique users who have accomplished the primary conversion goal event at least once within the attribution period.

2. 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 2.

Difference in count

1. Event count for Impression, Clicks, and Conversion Event should be the same in both Campaign stats and Total Event analysis of the Behavior page.
As these metrics are event counts, they can not be compared with Unique Users.

2. Conversions in campaign stats provide the unique user count per campaign recurrence,  and Behavior analytics Unique Users provide the unique user count across the hour, day, week, or month.
For example, a user who receives two campaigns and converts two times Monday & Wednesday (within the attribution window) - this user will have campaign conversion as 2 (one for each campaign). In contrast, in Behavior analytics, Unique Users for daily granularity provide 2 users and weekly granularity provides 1 user.

3. Campaign stats are calculated in UTC time and all the analyses provided in analyze section run on the app time zone. 

Note:  In Funnel analysis, Funnel - Unique User analysis with Holding attribute constant on campaign id attribute across all steps, provide unique converted user for each campaign for the selected granularity. Read more about it here.