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Awareness metrics measure the top of your marketing funnel—how many visitors your site attracts and whether they’re new or returning. Use these to evaluate traffic volume, acquisition effectiveness, and audience growth.
Data Source: Upstack Pixel
Metrics: 9

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Metrics in This Group

MetricDescriptionWhen to Use
Page ViewsTotal page load events across your siteMeasure overall traffic volume
Cost per Page ViewAd spend divided by page viewsEvaluate traffic acquisition efficiency
Page Views ValueMonetary value attributed to page viewsMeasure awareness-stage value
Unique SessionsCount of distinct browsing sessionsTrack site visits (not just page loads)
Cost per SessionAd spend divided by sessionsEvaluate session acquisition efficiency
Unique VisitorsCount of distinct individuals using identity resolutionMeasure unique audience size
New VisitorsFirst-time visitors to your storeTrack customer acquisition
New Visitors PercentagePercentage of traffic from new visitorsBalance acquisition vs retention
Bounce RatePercentage of single-page sessionsIdentify landing page engagement issues

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How These Metrics Relate

These metrics form a hierarchy of audience measurement:
  • Page Views counts every page load (one session can have many page views)
  • Unique Sessions counts browsing sessions (one visitor can have many sessions)
  • Unique Visitors counts distinct people using identity resolution
  • New Visitors is a subset: first-time visitors only
  • New Visitors Percentage = New Visitors ÷ Unique Visitors × 100
  • Bounce Rate = Bounced Sessions ÷ Unique Sessions × 100 (measures engagement quality)
Cost and value metrics help you understand efficiency:
  • Cost per Page View = Ad Spend ÷ Page Views
  • Cost per Session = Ad Spend ÷ Sessions
  • Page Views Value = Attributed value from awareness-stage events

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Choosing the Right Metric

  • Traffic volume: Use Page Views for raw traffic, Unique Sessions for visit count
  • Audience size: Use Unique Visitors to count distinct people
  • Acquisition analysis: Use New Visitors and New Visitors % to measure growth
  • Efficiency: Compare Cost per Page View or Cost per Session across channels
  • Attribution value: Use Page Views Value to see top-funnel impact on revenue
  • Engagement quality: Use Bounce Rate to identify landing pages losing visitors