I had a bit of an anomaly in my data from GA and RTP.
In our model within RTP, a segment is decided if a user visits a certain page.
This works by using Google Tag Manager to fire a tag if a user views a certain page, the tag itself containing a custom variable.
In the segment settings, the segment is decided if "Custom Variable is xxxxx".
For example, a user looks at page A, a tag with "custom variable = A" is fired, so Marketo places that user in segment A.
A user looks at page B, a tag with "custom variable = B" is fired, so Marketo places that user in segment B.
However, in GA we have looked at the PV for these "segment-deciding" pages,
and the number of segment matches in Marketo far exceeds the PV in many cases over the same period.
According to Marketo's documents, "Matches" is defined as: "The number of visitors meeting the customized, defined criteria of the segment"
In my case, this surely means the number of people who have been been sent a tag with a certain custom variable, then matched by Marketo.
Since viewing a certain page is the only thing that defines a certain segment in our model, it is impossible to have more segment matches than PV.
If viewing page A is the only way to be in segment A, how can there be more matches for segment A than PV for page A?
If anyone knows in good detail how the "matches" value in RTP segments is calculated, please let me know.
Alternatively, if anyone knows a reason why this may be occurring feel free to chip in!