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Website popularity is commonly determined using the number of unique users. "Unique" refers to the number of distinct users to a website and does not count repeat visits to a website by the same user.[1][2] A website's number of unique users is measured over a standard period of time. The metric is often quoted to potential advertisers or investors.[3]

Tracking Unique Users

The purpose of tracking unique users is to help marketers understand a website's user behavior. This metric can be used to demonstrate the reach of digital content, set benchmarks for website performance, and perform competitive analysis.[4] It can also be used to demonstrate website popularity and performance to potential advertisers and investors.[5] Marketers and webmasters can track unique users in digital analytics tools such as Google Analytics.[6]

Measuring unique users can be distorted by automatic activity (such as bots). Estimations of unique users traffic statistics are usually filtered to remove this type of activity by eliminating known IP addresses for bots, by requiring registration or cookies, or by using panel data.[3]

See also

Further reading


  1. ^ "'unique user'". Cambridge Dictionary.
  2. ^ "What is a Unique User? | Adtech Glossary". smartclip. Retrieved 2023-10-30.
  3. ^ a b Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0-13-705829-2. The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and constructs of classes of measures that appear in Marketing Metrics as part of its ongoing Common Language: Marketing Activities and Metrics Project.
  4. ^ March, Liz (January 14, 2021). "Unique Visitors: Understanding and Targeting Your Competitors' Audience". SimilarWeb. Retrieved February 28, 2024.
  5. ^ "Google Analytics Unique Users — Difference Between Google Ads Clicks and Google Analytics Users". 2023-12-20. Retrieved 2024-02-28.
  6. ^ "[UA→GA4] Comparing metrics: Google Analytics 4 vs. Universal Analytics - Analytics Help". Retrieved 2024-02-28.