Why do I see a value of "Unknown" in my data?

Unknown values in location data represent visitors who live in unincorporated areas.

Have you seen a value of "unknown" in your location data? 

Don't worry, the data is correct. When you drill into the location data, especially when looking at a DMA, it is common to see a location listed as "unknown." Since location data is standardized and categorized by designated city boundaries, this unknown category is accounting for visitors who live outside a designated city, also known as unincorporated areas.