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Unique User (UU)

According to the IFABC Global Web Standards, a Unique User (UU) is a unique user. A Unique User (UU) is determined by an assigned IP address. Web sites, on the other hand, can determine a unique user (or site visitor) by using cookies, the user agent, or registration data.


Unique User (UU) is a common method of measuring the popularity of a website and is often offered to potential advertisers or investors. These unique users of a website are usually measured over a standard period of time, usually one month.


Similar to the TURF (Total Unduplicated Reach and Frequency) metric often used in television, radio, and newspaper analysis, unique users is a measure of content distribution to a number of different consumers.

A common mistake in its use is to add unique user numbers across dimensions. A unique user metric is only valid for the specified set of dimensions, e.g., time, browser.

For example, a website may have 100 unique users on each day(day is the dimension) of a given week. With only this data, the number of weekly unique users cannot be extrapolated (except that the number of unique users for the week, for example, ranges from 100 to 700).

However, website administrators who can track unique user traffic over time can build a reliable view of their performance against direct competitors within the sector. Online businesses typically have a static call rate ratio between unique users and new business customers.

When calculating the movement of unique users through the Conversion Funnel the same time period must be used at each step.


Unique user (UU) counts for web pages are typically counted using cookies. When a browser visits a web page, the web page checks to see if a particular cookie is present. If the cookie is present, the cookie value is recorded. If the cookie is not present, the website creates a cookie.

Unique Visitor

Unique Visitors refer to the number of people who request pages from the website during a specific time period, regardless of how often they visit. Visits refer to the frequency with which a website is visited, regardless of how many visitors make up those visits. If a person visits a web page on Tuesday and then on Wednesday, this is recorded as two visits by one visitor.

The purpose of tracking unique visitors is to help marketers understand web page user behavior.

Since a visitor may make multiple visits in a given time period, the number of visits may be greater than the number of visitors. A visitor is sometimes referred to as a unique user (UU) to clearly convey the idea that each visitor is counted only once.

Measurement of users or visitors requires a standard time period and may be biased by automated activities (e.g., bots) that classify web content. Estimates of visits and other traffic statistics are typically filtered to remove this type of activity by removing known IP addresses for bots, requiring registration or cookies, or using panel data.

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