Q: There appears to be some web sites on the Nielsen reports that have Average Daily UB’s which are lower than a Web sites with higher daily UB’s and yet they are more highly ranked – their ranking is done on UB’s as the month as a whole and yet they have lower daily UB’s averages – how can this be? Surely each web site has the same number of days in a month and so the Monthly UB’s should have a direct correlation to the average daily UB’s?
A: The answer is; Frequency differentials - If a site has a high frequency then they will have higher daily UBs but the monthly figure is de duplicated so all those that came back multiple times will be counted only once.