Visitor uniqueness

Identify the metric

A click, an IP, a browser context and a unique visitor are not the same unit. Read the uniqueness setting and reporting label before comparing a unique metric with total clicks.

Review configuration

Open the relevant uniqueness settings and campaign distribution controls. Check the configured scope and period: repeat visits can be treated differently across paths, landers, offers or campaigns depending on the selected behavior.

Test a repeat visit

1. Record the first controlled click and its selected route.
2. Repeat with the same browser context.
3. Compare a separate authorized test context.
4. Inspect the stored uniqueness fields and destination selection.

Repeated refreshes may keep the same context. Clearing a cookie does not necessarily make every detector treat the visit as new.

Use it in optimization

Check sample size and the relationship between unique visitors, leads and total traffic. Smart rotation or visitor fixing can deliberately treat a repeat visitor differently from a first visit.

Investigate discrepancies

Align date range, timezone and scope before comparing reports. Then inspect actual click-level properties. A shared IP, a privacy feature or a different context can explain counts without indicating lost clicks.