> ## Documentation Index
> Fetch the complete documentation index at: https://moengage.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

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

> Understand why cards sent and impressions counts differ between MoEngage campaign analytics and segmentation. Event counts vs unique users explained.

## 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.

<img alt="max times.jpg" src="https://mintcdn.com/moengage/t9nft78wsoLTI2Nx/images/moengage_2c5b51.png?fit=max&auto=format&n=t9nft78wsoLTI2Nx&q=85&s=0b07fd5d9680b4dc784a69ac1044ef66" width="488" height="322" data-path="images/moengage_2c5b51.png" />

## 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.

<img alt="Behavior.gif" src="https://mintcdn.com/moengage/60BzFdXTJDO5dnCb/images/moengage_361768.png?s=cca6df4834d6fd594ded3b32cd4063b3" width="1261" height="616" data-path="images/moengage_361768.png" />

## Campaign Counts

<img alt="cam-stats.png" src="https://mintcdn.com/moengage/dLyLAwgfsm1v6_MY/images/moengage_8132be.png?fit=max&auto=format&n=dLyLAwgfsm1v6_MY&q=85&s=be607d9cc4bf9cc54bff0aab7854ab80" width="2494" height="794" data-path="images/moengage_8132be.png" />

* *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](/docs/user-guide/analyze/analytics-how-to/different-count-in-analytics-segmentation-campaigns-stats-and-flows).