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"Launches" is measured client-side.  A launch event will only occur if the user actually opens your app (bringing it to the foreground).

"Visits" is measured server-side (based on an activity timeout).  By default, a new visit will be reported when a hit comes in from a user and that user has not sent in a hit within the past 30 minutes.

The most common cause of having more UVs than launches is when a mobile app is doing tracking from the background.  In this case, a new visit can be created without necessarily having an associated launch.

Hope this helps.

 

steve benedick

sr mobile software engineer

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