To assist with data processing and retrieval times, Adobe Analytics employs logic that prevents variables from receiving too many different unique values. Unique variable values collected after approximately 500,000 existing values are listed under (Low-Traffic).

How Adobe Analytics determines what is bucketed under (Low-Traffic)

  • Reporting is not affected if the variable does not reach 500,000 unique values in a given month.
  • When a variable reaches this first threshold of 500,000, data begins to be bucketed under (Low-Traffic). Each value beyond this threshold goes through the following logic:
    • If a value is already in reports, add an instance to that value.
    • If a value is not yet in reporting, check to see if that value was seen more than approximately ten times today. If it has, add this value to reporting. If it hasn't been counted more than about ten times, leave it under (Low-Traffic).
  • If a report suite reaches more than 1,000,000 unique values, more aggressive filtering is applied: 
    • If a value is already in reports, add an instance to that value.
    • If a value is not yet in reporting, check to see if that value was seen more than approx. 100 times today. If it has, add the value to reporting. If it hasn't, leave it under (Low-Traffic).
  • If a variable value receives enough traffic to leave the (Low-Traffic) bucket, the first values collected do not move to its respective line item. Those first 10-100 instances stay under (Low-Traffic).
  • Classifications tied to variable values that don't exist yet count toward the 500,000 limit. This concept only applies to new key values; as long as you classify existing values, unique values do not increase.

Uniques logic with traffic sources reports

The following traffic sources reports are not currently subject to (Low-Traffic) management. However, Adobe plans to change this function in a future maintenance release:

  • Domains
  • All Search Keywords reports
  • URLs per Search Keyword ( icon in Search Keywords reports)
  • Referring domain
  • Referrers

Uniques logic with Data Warehouse

Because Data Warehouse processes each request individually based on raw data collected, uniques management doesn't apply to many dimensions on this platform. This function is not intended to change. Therefore, it is the most reliable method to obtain all traffic sources data without any uniques logic applied.

However, when pulling Data Warehouse requests, a user can rarely see a (Low-Traffic) line item. This request processing optimization applies to the following variables:

  • Variables that can contain multiple values, such as List Vars and List Props
  • TNT and Survey variables
  • Some Marketing Channel variables such as First/Last Touch Detail
  • Merchandising eVars

Additional Resources

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