Unique Converters: Distinct Converting Users

The number of unique individuals who completed at least one conversion.

Formula

Unique Converters = COUNT DISTINCT ( Converting User IDs )

Formula Components

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

See all Attributed Conversions metrics →

Conversion Value Avg Conversion Value

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics