What are typical reasons for inaccurate metric calculations in reports? (Select two.)

Question

Options

• AIncorrect time zone configuration
• BOverlapping activity audiences
• CHigh engagement rates
• DMislabeled metrics

• A
  84% (16)
• C
  5% (1)
• D
  11% (2)

Explanation

Incorrect time zone configuration (A) causes inaccurate metrics because data gets bucketed into the wrong time periods - for example, a campaign's daily or weekly totals can be inflated or deflated when event timestamps don't align with the reporting time zone. Overlapping activity audiences (B) skews metrics because the same users get counted in multiple audience segments simultaneously, leading to double-counted conversions, impressions, or engagements that distort aggregated totals.

High engagement rates (C) is wrong because engagement being high or low is an outcome, not a source of calculation error - it doesn't corrupt how metrics are computed. Mislabeled metrics (D) is a display/labeling issue (a naming error), not a calculation error; the underlying numbers remain accurate even if the label describing them is wrong.

Memory tip: Think "GIGO at the boundaries" - garbage in, garbage out. Both correct answers (A and B) represent input/configuration problems that corrupt raw data before it's even calculated: time zones corrupt when events are recorded, and overlapping audiences corrupt who gets counted.

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