Unique Visitors: Distinct Individuals on Your Site

Count of distinct individual visitors identified by the Upstack pixel using identity resolution. One visitor can have multiple sessions.

Formula

Unique Visitors = COUNT DISTINCT ( Visitors )

Formula Components

Metric	Definition
Visitors	Individual people identified by the Upstack pixel’s cross-device identity resolution

Metadata
Type	Number
Data Source	Upstack Pixel
Aggregation	Count (Distinct)

Example

Your store attracted 12,450 unique visitors this month across all traffic sources:

Source	Visitors	Share
Paid Social	5,230	42%
Organic Search	3,115	25%
Direct	2,490	20%
Email	1,615	13%

How It Works

The Upstack pixel identifies visitors using identity resolution across devices and sessions. When the same person visits from their phone and laptop, they’re counted as one unique visitor. This deduplication provides accurate audience measurement regardless of how many times or ways someone visits.

When to Use

Scenario	Action
Measuring audience reach	Track how many people your marketing reaches
Calculating visitor-to-customer rate	Divide conversions by unique visitors
Comparing traffic sources	See which channels bring the most people
Planning capacity	Estimate demand based on visitor trends

Metric	Relationship
Unique Sessions	Total visits (one visitor = multiple sessions)
New Visitors	Subset: first-time visitors only
Revenue per Visitor	Total revenue ÷ Unique Visitors

See all Awareness metrics →

Unique Sessions New Visitors

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics