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I am able to figure out the fomula to count these items individual but i am running into trouble getting the correct format if i want to count # of clients that came in based on today's date at the specific location. Any help is greatly appreciated.
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Try this. This counts the location and specified date. It can definitely be modified to better suit your needs!
The formulas I came up with are:
=COUNTIFS(Location:Location, "Retail", Date:Date, Date2)
or
=COUNTIFS(Location:Location, "Retail", Date:Date, DATE(2017, 1, 24))
