# Unique user
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> Source: https://en.wikipedia.org/wiki/Unique_user
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> License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/)
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A '''unique user''' is a term in [web analytics](/source/web_analytics) that refers to data of a [Pageview](/source/Pageview) of a unique IP, whose presence is only counted once, regardless of the number of pages they visit. This definition does not count repeat or returning users for a standard period of time ([Active users](/source/Active_users)), who are traced by placing a [cookie](/source/HTTP_cookie) on the user's device.[{{Cite web |title=What is a Unique User? {{!}} Adtech Glossary |url=https://smartclip.tv/adtech-glossary/unique-user/ |access-date=2023-10-30 |website=smartclip |language=en-US}}] A website's number of unique users is measured over a standard period of time. The metric is often quoted to potential advertisers or investors.[Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). ''Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.'' Upper Saddle River, New Jersey: Pearson Education, Inc. {{ISBN|0-13-705829-2}}. The [Marketing Accountability Standards Board (MASB)](/source/Marketing_Accountability_Standards_Board_(MASB)) endorses the definitions, purposes, and constructs of classes of measures that appear in ''Marketing Metrics'' as part of its ongoing [http://www.themasb.org/common-language/ Common Language: Marketing Activities and Metrics Project]. ]
== Tracking unique users ==
The purpose of [tracking unique users](/source/Web_tracking) is to help marketers understand a website's user behavior. This metric can be used to demonstrate the reach of digital content, set benchmarks for website performance, and perform competitive analysis.[{{Cite web |last=March |first=Liz |date=January 14, 2021 |title=Unique Visitors: Understanding and Targeting Your Competitors' Audience |url=https://www.similarweb.com/blog/research/market-research/unique-visitors/ |access-date=February 28, 2024 |website=SimilarWeb}}] It can also be used to demonstrate website popularity and performance to potential advertisers and investors.[{{Cite web |date=2023-12-20 |title=Google Analytics Unique Users — Difference Between Google Ads Clicks and Google Analytics Users |url=https://ppcexpo.com/blog/google-analytics-unique-users |access-date=2024-02-28 |website=ppcexpo.com}}] Marketers and webmasters can track unique users in digital analytics tools, for example, [Google Analytics](/source/Google_Analytics).[{{Cite web |title=[UA→GA4] Comparing metrics: Google Analytics 4 vs. Universal Analytics - Analytics Help |url=https://support.google.com/analytics/answer/11986666?hl=en#zippy=,in-this-article |access-date=2024-02-28 |website=support.google.com}}]
Measuring unique user data can be distorted by automatic activity, for example, [bots](/source/Web_crawler) or other instances of the website being opened where there is no human present or interacting with the website. Estimations of unique user traffic statistics are usually filtered to remove this type of activity by eliminating known [IP addresses](/source/IP_addresses) for bots, by requiring registration or [cookies](/source/HTTP_cookie), or by using panel data.