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How the equipment works, how it is rated, and what to check before you buy. Written to answer the question, not to fill a page.
Choose a dry cooler when water use, water treatment or freeze risk matters more than the lowest possible fluid temperature. Choose a cooling tower when the process needs fluid colder than the outdoor dry-bulb on the design day. Adiabatic dry coolers sit between the two.
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US unit cooler capacity is rated in Btu/h or MBH at 10°F TD, where TD is the entering air temperature minus the saturated suction temperature. Capacity scales with TD, so the rating converts to other conditions with simple proportion.
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To size a dry cooler, fix the heat load, the fluid flow and temperatures, and the site design ambient. The leaving fluid temperature minus the ambient gives the approach, and the approach sets the coil size.
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Heat load, fluid and ambient. A sized selection comes back.
A person reads it. Send the heat load and a selection comes back.