Unique visitor

As marketers, it's easy to get lost in the infinite sea of metrics. But one of these metrics that gives a great indication of your online marketing strategy performance is the number of unique users, or as we call it, unique visitors. It's crucial to measure it in order to better understand the size and reach of your website's audience.


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    Templates using this KPI

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    Integrations using this KPI

What is a unique visitor?

In marketing, unique visitors is a metric that counts the number of people visiting one of your pages or multiple web pages on your website in a given time.

Not to be confused with the number of visits, which shows the number of times your pages have been visited regardless of the number of visitors. Basically, if a user visits your website more than once, it counts as a single unique visitor.

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How to calculate Unique visitor

It's an important metric for marketers to calculate in order to better understand website user behavior. Usually, a unique visitor (or individual user) will be identified by using a unique IP address and any other identifiers like cookies, single user agent, registration ID, etc. 

It's easy to calculate because you can find this metric on platforms such as Google Analytics, Ahrefs or Alexa.

What is a good Unique visitor number?

Of course, this depends on your industry, but also on how long you've launched your website, your goals & objectives, your audience, etc. There isn't an average, but overall, you would want to see that number growing over time: this is a good indication that you are doing a good job.

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What is a bad Unique visitor number?

The same calculation goes to know what a bad unique visitor number is. If this number is going down over a certain time period, maybe you need to reevaluate your marketing strategies. 

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Unique visitor KPI examples & templates

From GA to digital marketing and eCommerce, these reports give you a good view of all your online marketing strategy metrics and overall online performance. 

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Google Analytics template Google Analytics template

Google Analytics is a one-stop-shop where you get an overview of your visitors’ behavior when they’re interacting with your brand online. Get your total number of unique visitors, page loading time, returning visitors vs new visitors, bounce rate, and much more. 

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Digital marketing report template Digital marketing report template

From social media to SEO, this template gives you a good overview of your online marketing strategy metrics and overall user experience. Track your page views and marketing campaigns in real-time or over a certain period of time. 

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Ecommerce report template Ecommerce report template

Regroup all of your important metrics like your total sales, conversion rate, traffic sources, and so much more in an easy-to-set-up eCommerce report.

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Unique visitor best practices

Here are some of the best practices you should keep in mind to improve your total number of unique visitors. 

Unique visitor best practices

step 1 icon Track it alongside other metrics

Your total number of unique visitors is an important metric, but it should be combined with other KPIs to make sure you understand why there's a sudden surge or drop. For example, check the traffic sources to understand where these visitors are coming from. Knowing more about these unique visits will allow you to better adapt your strategy. 

step 2 icon A/B testing

Optimization comes hand in hand with a/b testing. You might want to create 2 versions of a certain page, change the CTA or the structure, and check which one drives the most unique visitors. 

step 3 icon Check performance by device and network

Adaptability is considered a very important SEO factor and Google (and other search engines) take it seriously. It's important that you make sure your web pages are well optimized for different browsers and different devices. 

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Unique Visitor Synonyms

Although unique visitor is widely used, there are multiple synonyms that can be used. Here are a few : 

Unique Users (UU), Individual Visitors, Individual Users, Unique individuals, Unique individual users, Number of unique visitor, Number of unique users

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