As one of the most telling website KPIs, it\u2019s something every business should track and compare with competitors\u2019 website and engagement metrics.<\/p>\n
Now you know what it means, let\u2019s talk about why it matters so much.<\/p>\n
Summarize with ChatGPT<\/a> |\u00a0Google AI<\/a> | Perplexity<\/a> | Grok<\/a><\/span><\/p>\n This standard engagement metric is essential for analyzing web traffic and planning your digital strategy<\/a>. It\u2019s also referred to as UVPM, which is short for unique visitors per month. Google Analytics is considered one of the most common analytics tools; it provides a unique visitor metric for your site. With Similarweb\u2019s analytics platform, you can also examine your competitors\u2019 unique visitor stats, along with other useful insights that allow you to drill down and unpack their successes online.<\/p>\n Unique visitors comes in handy in a range of situations, including:<\/p>\n To understand the exposure and reach of a website, marketers and researchers look at page views. Similarweb\u2019s equivalent, the number of visits received by a website is a key metric for analyzing that website\u2019s traffic. This information is critical, for example:<\/p>\n – If you are a publisher and want to show the number of impressions an ad will receive on your website.<\/p>\n – If you are part of the user journey team at an ecommerce website seeking to capitalize on each visit as an opportunity to convert a visitor into a buying customer.<\/p>\n To help you better understand a website\u2019s audience analysis<\/a>, such as size and reach, you need to look at the unique visitors metric. In the simplest of terms, this number represents how many pairs of eyes viewed a particular website during a specified period.<\/p>\n Dividing the number of visits by the number of unique visitors yields the number of visits per individual user (also provided by Similarweb), which you can use to analyze engagement rates<\/a> on a website and understand how many times every single user visited that website.<\/p>\n It\u2019s easy to get confused with these web analytics metrics. Although they\u2019re similar, it\u2019s critical to understand the difference.<\/p>\n Visits: <\/b>Counts the number of single visits to a website or page, regardless of their origin.<\/b> The same visitor may have several visits to the same page.<\/p>\n Similarweb calculates total visits within a defined period and region. Each time a visitor accesses one or more pages, it counts as a visit. Subsequent views of the same page are included until the user is inactive for at least 30 minutes.<\/p>\n Visitors:<\/b> In Google Analytics, visits from the same browser or terminal are defined as coming from the same visitor if they arrive on the same day<\/i>. In other words. \u201cVisitors\u201d count the users that visit your site in a single day.<\/b> The following day, the system starts counting again. Whoever was at your site before is not recognized as a returning visitor but simply counted as a visitor again.<\/p>\n Unique Visitors:<\/b> The system recognizes the visit\u2019s origin, the visitor, over a specified period. Each visitor visiting your site or page within the specified period is counted only once. Let\u2019s take a closer look at the methodology that Similarweb and Google Analytics uses to identify website unique visitors and collect the information.<\/p>\n There is no standard in the market for measuring the number of unique visitors; hence there are slight discrepancies between tools.<\/p>\n Most of you are familiar with Google\u2019s definition: \u201cUnique visitors is the number of unduplicated (counted only once) visitors to your website over the course of a specified time period.\u201d<\/p>\n To be more precise, Google identifies the same IP address by placing a cookie. Google can\u2019t identify the actual person. If the same visitor enters from a different device or browser, each will count as a unique visitor. Another scenario that renders this method slightly inaccurate: users can erase cookies, or different family members can enter a site from the same device and browser.<\/p>\n Unlike other traffic analysis tools<\/a>, Similarweb does not rely on cookies<\/b>, which are often considered an unstable data collection mechanism, as explained above.<\/p>\n As a result, cookie-based technologies tend to overestimate the number of unique visits; they will often show higher numbers than the Similarweb software.<\/p>\n Similarweb collects data from a variety of sources, including a large panel composed of users who share their anonymous clickstream data<\/a>. Each device in the panel receives its own unique ID, which translates into a unique user.<\/p>\n Under Monthly Unique Visitors<\/a>, you will see the number of users who visited the specified web location one or more times during the monthly period.<\/p>\n Again, Similarweb\u2019s technology does not use cookies to identify Unique Users; therefore, the differentiation between a visitor and a unique visitor isn\u2019t really relevant. We refer to visitors as daily unique visitors.<\/p>\n Unique visitors function as a basis for many of our traffic and engagement metrics. We calculate unique visitors for desktop and mobile web, which means the traffic for the calculator is the sum of both.<\/p>\n Monitoring daily unique visitors<\/a> lets you improve website stickiness<\/a> and engagement, evaluate peak traffic days, and much more.<\/p>\n The next metric to look at in your traffic analysis is Visits per Unique Visitor<\/a> if you want to understand your unique visitors\u2018 behavior and engagement. With Similarweb, you can choose a time frame and region and monitor how many visits a user made and how many pages they viewed on average.<\/p>\n But that\u2019s a topic for another post. Read here how to leverage page views<\/a> and benchmark against your competitors.<\/p>\n Here\u2019s one thing to remember about your target audience<\/a>: It\u2019s also your competitors\u2019 target audience. So if you want to increase your unique visitors, you need to look at successful best-in-class companies along with players in your market showing significant growth.<\/p>\n First, identify which competitors generate the most unique visitors. They could be industry leaders<\/a> or rising stars. At this point, it\u2019s not about doing a full-blown competitive analysis, we\u2019re simply going to find those people showing the highest number of unique visitors.<\/p>\n Ready? <\/strong><\/em>Then, let\u2019s begin.<\/p>\n Action: <\/b>List between 5-10 competitors to analyze as part of this task.<\/p>\n Tip<\/b>: You can use Similarweb to identify market leaders and high-growth sites in your industry.<\/p>\n Understanding the industry average is a great starting point when setting any goals. In the next section, we list a few industry averages for the UVPM metric. But to gain an apples-for-apples representation and build a measurable strategy; establish your industry benchmarks.<\/p>\n Tip:<\/b> In the same place on the Similarweb platform you can grab a snapshot of your industry benchmarks.<\/p>\n Here, you can view the standard industry benchmark for unique visitors, monthly visits, visit duration, pages per visit, and bounce rate. If you want, you can drill down and analyze specific competitors to get an idea of their individual wins and losses.<\/em><\/p>\n Unique visitors is one of the crucial engagement metrics<\/a> to include in your analysis. But, it doesn\u2019t always show the full story. At this point, you also need context, as this is where the biggest opportunity to find insights exist.<\/p>\n Action: <\/b>Look at key metrics, like:<\/p>\n You can use these additional engagement metrics to get a more granular view and record the metrics to give you a point-in-time view that you can refer back to.<\/p>\n Here\u2019s a quick example of how this exercise can help you find opportunities to grow the number of unique visits to your site.<\/b><\/p>\n If your number of unique visitors is higher than that of your competitors, but your bounce rate<\/a> is also higher, this raises the question of how well your site meets the visitors\u2019 expectations.<\/p>\n There are a lot of questions you can ask once you unpack these metrics. But before you can break things down, it\u2019s important you grab these other metrics to give you a complete picture of what\u2019s happening on a site.<\/p>\n Next, review rival\u2019s marketing channels to see which drives the most traffic and unique visitors to their site.<\/p>\n Helpful: <\/b>Make sure you record your findings in an easy format. Our downloadable competitive analysis frameworks<\/a> are handy for this purpose.<\/p>\n Let\u2019s say competitor A<\/i> receives a significant amount of traffic from display ads; while your ad campaign performance is average. Rather than comparing all your competitor\u2019s ads, you can now focus on analyzing this particular company\u2019s campaigns because you know they work.<\/p>\n Find out:<\/p>\n Similarly, you might discover a rival with a high number of social referrals, specifically from one platform. You can again, hone in and unpack their social strategy to emulate their success and get more unique visitors to your site.<\/p>\n Using Similarweb, you can view the marketing channels any business uses to drive traffic to their site. Along with each channel\u2019s relative success. By clicking on any channel \u2013 let\u2019s take display ads as an example, you can drill down even further to see the types of creatives being used, top publishers<\/a>, landing pages, and more.<\/p>\n You can use the information from this process can help fine-tune your digital strategy. And help you understand your market position in all aspects of website traffic to identify areas of improvement too.<\/p>\n Before we answer this question, let\u2019s remember that even companies in the same industry can be very different, to the point they often pursue different goals. A fashion website offering exclusive designer accessories does not need to generate the same amount of unique visitors as a popular consumer brand of affordable clothing.<\/p>\n Measuring unique visitors to your site is essential as an indicator of how successful you are driving traffic to your site<\/a>. But it would be a mistake to stop there. What\u2019s even more important is the quality<\/i> of your traffic.<\/p>\n So, what are considered high-quality visitors for you? Those who will buy your products, use your service, engage with your website, and return for more. This is your target audience \u2013 and to attract them, you need to know who they are and what they are looking for. Successful competitors with the same target audience already know<\/strong>. That\u2019s why they are a perfect place for you to start.<\/p>\n Similarweb\u2019s dataset<\/a> provides information that identifies your website\u2019s demographics<\/a> and your users\u2019 online behavioral patterns.<\/p>\n You are not operating in a bubble, and the audience is not yours alone. Once you understand that, you also understand that viewing the stats for your own site, as Google Analytics lets you do, does not provide you with the full picture.<\/p>\n To get you started, here are the industry benchmarks we promised:<\/p>\n Below are the monthly unique visitors benchmarks for five key industries. It’s important to check the changes on a monthly basis to ensure you’re always reviewing the most up-to-date figures.<\/p>\n Based on the top 100 ecommerce sites<\/a> globally, the average number of unique visitors in the ecommerce industry is 122.5 million. <\/i><\/p>\n Based on the top 100 finance sites<\/a> globally, the average number of unique visitors in the finance industry is 311.2 million. <\/i><\/p>\n Based on the top 100 sites globally, the average number of unique visitors in the news and media industry is 410.7 million. <\/i><\/p>\n Based on the top 100 sites globally, the average number of unique visitors in the CPG industry is 1.166 million. <\/i><\/p>\n Similarweb Web Intelligence<\/a> can help with every stage of your analysis. And, if you\u2019re interested, you can dig a little deeper, and discover audience demographics of the unique visitor metrics \u2013 either for your own site or that of your rivals.<\/p>\n In each stage of the 4-step process, you can use Similarweb to quickly view and record key website and engagement metrics. If you want to quickly track your performance or check in on how your rivals are performing at any point in time \u2013 Similarweb Web Intelligence should be your tool of choice.<\/p>\n To get under the hood and explore the demographics of any site\u2019s visitors, you can use the audience analysis tool<\/a> to view things like:<\/p>\n Here, you see a complete set of demographics for a site. This includes traffic share by country, bounce rates, visit duration, page views, growth, and traffic share<\/a>. Next, you get to see gender and age stats, visitor browsing behaviors, and interests.<\/p>\n Audience Overlap<\/b><\/p>\n If you want to benchmark unique visitors with key players in a market, the audience overlap feature<\/a> is the quickest and easiest way to visualize how you stack up.<\/p>\n Here, you can compare up to five sites at a time, and see the respective UVPM for each company. At a glance, you can view audience overlap, which is the cross-visitation of a shared audience, and unreached potential visitors too.<\/i><\/p>\n When combined with your initial unique visitors analysis, traffic & engagement \u2013 these demographics give you x-ray vision into any site, its marketing strategies, and its target audience.<\/p>\n I know it\u2019s a lot of data \u2013 but you know what they say?<\/p>\nWhat is unique visitors used for?<\/h2>\n
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Why is the unique visitors metric important for your business?<\/h2>\n
![\"calculate](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/Liz-Copy-of-VISUAL-TEMPLATES-REPOSITORY-V2.0-2-1024x536.png\")
<\/p>\nUnique visitors, visitors, and visits – what\u2019s the difference?<\/h2>\n
![\"Similarweb](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/Screenshot-2022-09-27-at-12.13.36-1024x618.png\")
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<\/p>\nHow are Unique Visitors calculated?<\/h2>\n
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![\"Similarweb](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/Screenshot-2022-09-27-at-12.18.59-1024x779.png\")
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![\"How](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/4-steps-UVPM-1024x536.png\")
<\/p>\nHow to use competitor\u2019s unique visitors metric to amplify your digital strategy<\/h2>\n
Step 1 \u2013 Establish key competitors to analyze<\/h3>\n
Step 2 \u2013 Establish the industry average<\/h3>\n
![\"Industry](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/Industry-engagement-metrics-for-UVPM-1024x635.png\")
<\/p>\nStep 3 \u2013 Do a quick competitive analysis of traffic and engagement stats<\/h3>\n
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Step 4 \u2013 Examine marketing channels that drive the most unique visitors<\/h3>\n
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![\"Similarweb](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/marketing-channels-overview-UV-1024x640.png\")
<\/p>\nWhat is a good number of unique visitors based on my industry?<\/h2>\n
Average monthly Unique Visitors per key industries<\/h2>\n
Average monthly unique visitors for ecommerce and shopping websites, Aug 2022<\/h3>\n
![\"unique](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/Shopping-ind-benchmarks-1024x382.png\")
<\/p>\nAverage monthly unique visitors for finance websites, Aug 2022<\/h3>\n
![\"Unique](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/fin-ind-benchmarks-1024x382.png\")
<\/p>\nAverage monthly unique visitors for news and media websites, Aug 2022<\/h3>\n
![\"unique](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/media-benchmarks-1024x382.png\")
<\/p>\nAverage monthly unique visitors for CPG websites, Aug 2022<\/h3>\n
![\"Unique](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/CPG-bnenchmarks-1024x382.png\")
<\/p>\nAverage monthly unique visitors for TV and Streaming websites, Aug 2022<\/h3>\n
![\"Unique](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/TV-benchmarks-1024x382.png\")
\nBased on the top 100 TV & streaming sites<\/a> globally, the average number of unique visitors in the TV & streaming industry is 656.3 million. <\/i><\/p>\nGo a Step Further with Similarweb<\/h2>\n
![\"Similarweb](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/Audience-Demographics-Unique-v.gif\")
<\/p>\n![\"Similarweb](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/Audience-Analysis-UV-1024x562.png\")
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