Visitors: Unique Site Visitors

Visitors measures the count of unique individuals who visited your website during the selected time period.

Formula

Unique Visitors = COUNT ( distinct visitor_id )

Formula Components

Metric	Definition
visitor_id	Unique identifier assigned to each visitor via the Upstack Pixel

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

Example

Your Shopify store had 12,847 unique visitors in January.

Week	Visitors	Sessions	Pages/Visitor
Week 1	3,124	4,892	3.2
Week 2	3,456	5,234	2.9
Week 3	2,987	4,567	3.1
Week 4	3,280	5,012	3.4

How It Works

Upstack assigns each visitor a unique identifier on their first visit. Subsequent visits from the same browser are deduplicated, giving you an accurate count of distinct people reaching your site. Cross-device visitors may be counted separately unless identity resolution links their sessions.

When to Use

Scenario	Action
Measuring campaign reach	Compare visitors before and after campaign launch
Analyzing traffic trends	Track visitor growth week-over-week or month-over-month
Calculating conversion rate	Divide conversions by visitors for top-of-funnel efficiency
Benchmarking audience size	Compare visitor counts across time periods or channels

Metric	Relationship
Sessions	Each visitor may have multiple sessions
New Visitors	Subset of visitors who are first-time
Page Views	Total pages viewed by all visitors
Revenue per Visitor	Revenue divided by visitor count

See all Awareness metrics →