The Verto Glossary: Unique Users
As part of our monthly Verto Glossary series, we define an industry- or Verto-specific term, in an effort to make our content and the consumer-centric measurement more useful and easier to understand. Last month, our data analyst Gautam Raj Moktan discussed device sessions. This month, we turn our attention to user numbers, and the important role that unique user numbers play in audience measurement metrics.
Understanding Unique Users
Quantifying the number of unique users who access your platform over a specific period of time is at the nexus of audience measurement. Each of your audience members can access or use your service, app, or website across a variety of different devices (eg., smartphone, tablet, PC, etc.), depending on how many they own. As a result, it is paramount to understand and measure each of your audience members based on actual unique user numbers, as opposed to considering each consumer’s device as a unique user (ie., not basing audience numbers based on web browser cookies).
In short, a unique user represents a single person’s online activity, across all the devices they own and channels they use. All of Verto’s user data is tied to this definition, and as a result, our single-source methodology allows you to drill down into specific metrics, such as Hourly or Daily Unique Users (how many individual users have used your service at least once in a day), which can be crucial data points for understanding how and when your audience engages with your platform.
If you are interested in seeing monthly unique users in action, our recent Chart of the Week about Uber and UberEats features a comparative analysis of unique user numbers.