The reason for the visit difference is the time difference of when the reports were pulled. If you see more visits in reporting.zone then your monthly report, this just means more visits have been tracked since the monthly report was pulled. The visit is attributed to when the impression occurred, similar to view through data, it does not occur when the visit happens. We also always do a 2 week “lookback” window after a campaign ends to see if more visits occur even when a campaign has ended.
For example, if we served impressions in April, but the visit occurred in May after the report was pulled, the visit is attributed to April and reporting.zone will reflect a higher number of visits then the pulled report.
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