> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Unique Visitors: Distinct Individuals on Your Site

> Track unique visitors identified by the Upstack pixel using identity resolution. Understand your audience reach and measure top-of-funnel awareness.

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

## Formula

<Info>
  **Unique Visitors** = **COUNT DISTINCT** ( Visitors )
</Info>

### Formula Components

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

| Metadata        |                         |
| --------------- | ----------------------- |
| **Type**        | Number                  |
| **Data Source** | [Upstack Pixel](/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      |

***

## Related Metrics

| Metric                                                                           | Relationship                                   |
| -------------------------------------------------------------------------------- | ---------------------------------------------- |
| [Unique Sessions](/reference/metrics/funnel/awareness/unique-sessions)           | Total visits (one visitor = multiple sessions) |
| [New Visitors](/reference/metrics/funnel/awareness/new-visitors)                 | Subset: first-time visitors only               |
| [Revenue per Visitor](/reference/metrics/funnel/conversions/revenue-per-visitor) | Total revenue ÷ Unique Visitors                |

[See all Awareness metrics →](/reference/metrics/funnel/awareness)