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      "text": "For purposes of calculating ARPU, revenue by user geography is apportioned to each region based on our determination of the geographic location in which advertising impressions are delivered, as this approximates revenue based on user activity. This allocation differs from our components of revenue disclosure in the notes to our consolidated financial statements, where revenue is based on the billing address of the advertising customer.",
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      "text": "Some demographic data may be incomplete or inaccurate. Because users self-report their dates of birth, age-demographic data may differ from actual ages. Users who signed up before June 2013 were not asked to supply their date of birth, so they may be excluded from age demographics or have ages estimated from a sample of self-reported data.",
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      "text": "We define a Daily Active User, or DAU, as a registered Snapchat user who opens the Snapchat application at least once during a defined 24-hour period. We calculate average DAUs for a particular quarter by adding the number of DAUs on each day of that quarter and dividing that sum by the number of days in that quarter. DAUs are broken out by geography because markets have different characteristics. We define average revenue per user, or ARPU, as quarterly revenue divided by the average DAUs.",
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      "text": "While these metrics are determined based on what we believe to be reasonable estimates of our user base for the applicable period of measurement, there are inherent challenges in measuring how our products are used across large populations globally. There may be unauthorized or multiple Snapchat accounts, technical issues that prevent data capture, and changes in products or infrastructure that impact our ability to determine active users or other metrics accurately.",
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      "text": "Unless otherwise stated, statistical information regarding our users and their activities is determined by calculating the daily average of the selected activity for the most recently completed quarter.",
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      "text": "Some Snapchat features can be used without internet connectivity, so a DAU may not be counted if we do not receive timely notice that a user has opened the application. Undercounting may increase as we grow in Rest of World markets with poor connectivity. We do not adjust reported metrics to reflect this underreporting and there is no uniform industry standard.",
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