Unique Visitor

The number of users who visit a website or view an ad.

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Advertising Glossary

What Is A Unique Visitor?

A unique visitor refers to an individual user who accesses a website or views an advertisement once during a defined time frame. Unlike total traffic, which counts all visits including multiple instances by the same user, unique visitors are counted only once within the specified period.

This metric is valuable in assessing the distinct reach and engagement of a website or ad campaign. It provides a more accurate representation of the actual number of individuals interacting with the content, eliminating duplicates that might arise from repeat visits by the same user. Unique visitor data helps marketers understand the size of their unique audience and can provide insights into user behavior, preferences, and overall campaign effectiveness. By tracking unique visitors, businesses can refine their strategies, tailor their content to specific user segments, and optimize their online presence for better engagement and conversion rates.