9 October 2023
Last modified: 15 March, 2022
Unique users (or unique visitors) is a metric that refers to the number of individuals who have visited a website or web page at least once over a given period of time.
For example, if a publisher wished to count unique users for a web page over one week, one individual visiting a web page on their mobile device on Tuesday would be counted as one unique user, but if that individual visited the web page again on the same device on Thursday, they would not be counted again (as they would be if the metric being counted was ‘visits’).
The individual is identified by their IP address, their device ID, cookies, or user registration.