unique users; unique visitors; web analytics;

Unique users? A 350% overestimation

Unique users or unique visitor numbers are often seen in press reports, internal dashboards and case studies, and are used as the basis for making decisions.

But there is a problem with ‘uniques’; they are not what they seem, and while this may be known by those on the inside, business decision makers are being fed information that is really very misleading.