As marketers, getting lost in the infinite sea of metrics is easy. However, 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 to understand better 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
In marketing, unique visitors is a metric that counts the number of people visiting one 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. If a user visits your website more than once, it counts as a single unique visitor.
It's an important metric for marketers to calculate to understand website user behavior better. Usually, a unique visitor (or individual user) is identified using a unique IP address and other identifiers like cookies, single-user agent, registration ID, etc.
It's easy to calculate because this metric can be found on platforms such as Google Analytics, Ahrefs, or Alexa.
Of course, this depends on your industry and 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 indicates that you are doing a good job.
The same calculation determines a bad unique visitor number. If this visitor count decreases over a certain time period, you may need to reevaluate your marketing strategies.
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.
Google Analytics template
Google Analytics is a one-stop shop for an overview of your visitors’ behavior when interacting with your brand online. You can get your total number of unique visitors, page loading time, returning visitors vs. new visitors, visit duration, bounce rate, and more.
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.
Ecommerce report template
Regroup all of your important metrics, such as total sales, conversion rate, traffic sources, and more, into an easy-to-setup eCommerce report.
Here are some of the best practices you should keep in mind to improve your total number of unique visitors.
Track it alongside other metrics
Your total number of unique visitors per month is an important metric, but it should be combined with other KPIs to ensure you understand why there’s a sudden surge or drop. For example, check the traffic sources to know where these visitors come from and which marketing channels are driving traffic. Utilizing web analytics tools will provide insights into these total visits and help you grasp the dynamics of your organic search performance. Knowing more about these unique visits will allow you to adapt your strategy better.
A/B testing
Optimization comes hand in hand with A/B testing. You might want to create two versions of a certain page, change the CTA or the structure, and check which drives the most unique visitors over a specified time frame. Additionally, analyzing web traffic during this testing can reveal insights about demographics and how users interact with the site on different devices. This targeted approach will help you better understand your audience and improve your overall strategy.
Check performance by device and network
Adaptability is an important SEO factor, and Google (and other search engines) take it seriously. Therefore, it is important to ensure your web pages are well-optimized for browsers and devices. Regularly benchmark your site’s performance to ensure fast load times and seamless user experiences across various landing pages.
Although unique visitor is widely used, there are multiple synonyms that can be used. Here are a few :
Unique Users (UU), Website traffic visitors, Individual Visitors, Unique website visitors, Daily Unique visitors, Individual Users, Unique individuals, Unique individual users, Number of unique visitor, Number of unique users
