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Employee Advisor

Sounds like you're on the right path to figuring this out. Is the data any different when using Launches as your metric instead of Visits? My guess is that it wouldn't, as I believe it's a Lifecycle metric, but it's worth checking.

Good question about best practice here. I *do* think it's worth reporting on this issue (that a not insignificant amount of visits are canceled before anything even loads.

However, it may make sense to create a calculated metric for Visits with a visit-based segment applied that says "Pageview exists":

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And use that as your denominator.

Also, you may want to continue digging into the other lifecycle metrics to see what is actually happening in these instances by creating a visit-based segment where Page Views does not exist, and analyzing it. Perhaps, for example, the app is crashing, and that's the root cause. It may also be interesting to see what mobile devices/OS version is aligned with this issue.

Hope that helps!