Understanding Unique Users Numbers
Similar to the TURF (Total Unduplicated Reach and Frequency) metric often used in television, radio and newspaper analyses, Unique Users is a measure of the distribution of content to a number of distinct consumers.
A common mistake in using Unique User numbers is not adding Unique User numbers across the same different dimensions. A Unique User metric is only valid for its given set of dimensions e.g. time, browsers. For example a website may have 100 unique users on each day (day being the dimension) of a particular week. With only this data, one cannot extrapolate the number of weekly Unique Users (only that the Unique User count for the week is between 100 and 700). That said, website administrators who can track unique user traffic over a longer period of time can build up a reliable view on their performance against direct competitors within the sector. Online businesses tend to have a static conversation rate ratio between unique users and new business clients.
When calculating movement of unique users through conversion funnel the same time period must be used at every step.
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