The number of unique individuals who completed at least one conversion.
Unique Converters = COUNT DISTINCT ( Converting User IDs )
| Metric | Definition |
|---|
| COUNT DISTINCT | Aggregation function that counts unique values only |
| Converting User IDs | Identity-resolved user identifiers who completed a conversion |
| Metadata | |
|---|
| Type | Number |
| Data Source | Upstack Pixel, Shopify |
| Aggregation | Count Distinct |
Example
Your campaigns drove 892 unique converters who made 1,247 total conversions:
| Metric | Value |
|---|
| Total Conversions | 1,247 |
| Unique Converters | 892 |
| Conversions per Converter | 1.4× |
| Repeat Converters | 28% |
How It Works
Upstack uses identity resolution to deduplicate converters across sessions and devices. A customer who purchases twice counts as one unique converter but two conversions. This metric reveals true customer acquisition versus repeat behavior.
When to Use
| Scenario | Action |
|---|
| Unique < Total conversions | Strong repeat purchase behavior—nurture existing customers |
| Unique ≈ Total conversions | Most conversions are first-time—focus on retention |
| Comparing channels | Identify which platforms acquire new vs. re-engage existing |
| Measuring acquisition | Track new customer growth separately from repeat purchases |
| Metric | Relationship |
|---|
| Conversions | Total events (Conversions ÷ Unique Converters = repeat rate) |
| Conversion Value | Total revenue from all converters |
| Average Conversion Value | Value per conversion event |
