Why do Visits differ between the Events Report and Custom Reports?

When comparing the standard Events report and a Custom report with the same dimensions, any observed differences in the Visits metric is expected. Both reports use the same underlying data, but they calculate visits differently.

The Events report counts visits that triggered defined events, while Custom reports show the total number of unique visits. This difference can lead to higher visit counts in the Events report.

In the Events report, visits are counted separately for each event action. When a single visit triggers multiple events, the same visit is counted multiple times.

In Custom reports, each new visit is counted once. Multiple events within the same visit do not increase the visit count.

Custom Reports measure unique visits that triggered events and Events reports measure visits per event interaction. Each report is designed to analyse behaviour from a different perspective.