To improve efficiencies, ISPs keep a copy of the requested web page on the user’s device. This temporary storage facility called cache, stores the served web page for fixed time duration. (Incidentally, this is why you need to press ctrl refresh to load fresh content from a webpage).
While cache greatly improves the page load speed, it bypasses the server. Since no request goes to the server, no log entry is created. The loss of information results in the under-reporting metrics such as count of page requests.
It is estimated that caching accounts for as much as a third of all page views.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
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