What are unique users?
One way you can learn more about your site’s visitors is by tracking them at a session-level. However, there’s also another option to track unique visitors or unique users.
A site operator may want to keep track of the number of visitors and sessions rather than users if they want to see how many different people visit their site. For example, a popular sports magazine might wonder about 10,000 unique individuals visiting for World Cup scores or 100 repeat visits by one person.
When it comes to marketing, this data lets marketers know that they have a loyal customer base. If the goal is to increase customer loyalty, returning visitors will be beneficial.
You can tell the success of your conversion optimization by tracking the number of sessions as well as the number of unique visitors. These metrics should both be tracked over time to draw useful conclusions.