Why are top segments different in Audience Profile Reports?

Segment-level audience profile reports contain deduplicated users. Other audience profiles reports are generated daily and contain daily average unique users for the duration of time selected for the report. 

Segment-level audience profile reports are related to the users in the segment. The users in the segment are identified based on the segment rules and the segment rules may contain various recency and frequency rules.

Audience Profile reports in other sections of the platform are generated daily and are based on a campaign, event, etc. For this example, we'll use an event.

If you attempt to compare an audience profile report for an event over the last 30 days to a segment that only contains the event as a rule in the segment, the top segments and segment populations may be different because the event audience profile averages the unique users for the selected duration and the segment contains deduplicated unique users.


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