Unique visitors is the average number of individuals visiting the analyzed domain, within the country and time period analyzed. You might also see this an Monthly Unique Visitors.
A user who arrived at a site once or a number of times is a single unique visitor to that domain. Unique visitation is a core metric that allows users to assess the actual reach of a website. View this metric in daily or monthly granularity.
We see a unique ID per device through our contributory network, which is translated into a unique user. Unlike other traffic analysis tools, Similarweb does not rely on cookies, which is considered an unstable methodology since cookies are susceptible to being manually or automatically deleted.
Note: For that reason, the cookie-based methodology will tend to overestimate unique visits and therefore show a higher number than what you’ll find in Similarweb data.
We calculate unique visitors for desktop and mobile web in the exact same way. All traffic is the sum of desktop and mobile web unique visits (not deduplicated).
When it comes to Daily Unique Visitors, we are providing the number of individuals who visited a website in one day. If someone visits a website multiple days in one month, they will be a daily unique visitor each day they visited, however, they will be counted as one monthly unique visitor.
Use Unique Visitors to assess the reach of a website. Compare monthly unique visitors to daily unique visitors to see how often users visit a website throughout the month.
This metric is useful for:
- Gauging website stickiness and engagement
- Evaluating the days of the week with peaks in traffic to a website (perhaps visitation is higher on the weekends, for instance)
- Analyzing website and app interaction holistically by evaluating DAU app traffic and Daily Unique Visitor traffic side by side
For more information, see Traffic & Engagement: Getting Started.
For content on how to use unique visitors to help drive your digital strategy, visit Unique Visitors: Understanding and Targeting Your Competitors’ Audience.
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