> ## 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 Converters: Distinct Converting Users

> Track unique converting users across your marketing channels. Measure customer reach, calculate frequency, and optimize acquisition strategies.

<Tip>
  The number of unique individuals who completed at least one conversion.
</Tip>

## Formula

<Info>
  **Unique Converters** = **COUNT DISTINCT** ( Converting User IDs )
</Info>

### 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](/pixel), [Shopify](/sources/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  |

***

## Related Metrics

| Metric                                                                                     | Relationship                                                 |
| ------------------------------------------------------------------------------------------ | ------------------------------------------------------------ |
| [Conversions](/reference/metrics/funnel/conversions/conversions)                           | Total events (Conversions ÷ Unique Converters = repeat rate) |
| [Conversion Value](/reference/metrics/funnel/conversions/conversion-value)                 | Total revenue from all converters                            |
| [Average Conversion Value](/reference/metrics/funnel/conversions/average-conversion-value) | Value per conversion event                                   |

[See all Attributed Conversions metrics →](/reference/metrics/funnel/conversions)