Unique Visitors
Table of Contents
What is Unique Visitors?
Unique visitors represent the count of distinct individuals who access a website within a set period, measured via cookies or user IDs, regardless of visit frequency.
Key points
- Metric source: Google Analytics → Users metric.
- Deduplication: Same user multiple visits counted once per time window.
- Importance: Indicates audience size vs. sessions (engagement depth).
- Limitations: Cookie deletion or cross‑device can inflate counts.
- Benchmark: SaaS SMB sites average 15 k monthly unique visitors (GA anonymised panel 2025).
Pro tips
- Segment new vs. returning to gauge retention.
- Use first‑party login IDs for accurate de‑duping.
- Compare uniques to conversion rate to spot funnel leaks.
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