A unique click is a click made by an Internet user at least once within a certain period of time. It refers to the total number of people who have clicked on a link appended to an advertisement.
The total number of unique clicks throughout the advertising campaign deserves special attention. As in the case of audience reach, it does not equal the overall sum of clicks, as some users may re-visit the advertiser’s website. Calculating the overall amount of unique clicks and analyzing it is an amazing method to get a clearer and fuller picture of the audience. Each advertising campaign includes at least one referral link, so measuring the rate of unique clicks is a way to understand what percentage of people actually visit a website.
It is worth knowing that the number of unique clicks will be higher when the advertisement is launched for the first time because the users who are newly acquainted with a product are more likely to read the ad with interest and pleasure. Apart from that, the rate of unique clicks can reflect the changes in users’ behavior and attitude towards any modifications of content.
