Understanding Unique Visitors in Google Analytics

Unique Visitors in Google AnalyticsWhen starting a digital marketing campaign for your business, know that you most likely share the same audience with your competitor(s) in your niche or vertical. When you are trying to drive in massive traffic of any kind to your website, you can replicate the metrics of chief competitor and the other “apples or oranges in the box.”

This process includes analyzing your competitors and determining how they generate unique visitors (keep reading and we define this term). Once you’ve got this strategy down, you can now go deep into their website traffic statistics and model and replicate them to create an efficient digital marketing strategy to grow your business.

This post details how to use your competitors’ data to coin a digital marketing strategy for your business, four crucial steps to follow to make the strategy effective for you and why it seems almost impossible to achieve such goals with your website’s stats alone.

What does Unique Visitors mean?

Unique visitors are individuals that came to your website willingly for a specific purpose — either to get information about a particular topic or to take an action (i.e. buy a product or service) on your website in a specific period.

Importance of Unique Visitors metric for your business

Unique visitors are crucial metric and give you a clear insight into how your website visitors react — were they bored or excited when they visited your website? If they were bored, the user experience was most likely poor. How do you know this? Check out the bounce rate.

Bounce rate is the reaction of visitors to your website. Someone visits one page of the website and “bounces” or leaves. If they do bounce, they are probably returning to Google to look up one or more of your competitors.

Lower bounces rates reflect visitors who found your website helpful. They might fill out a form or leave a comment on a blog post. Bounce rate and user experience are inversely related. In other words, the higher your bounce rate, the poorer the user experience. The lower the bounce rate, the more optimal the user experience for your prospects.

What is a good bounce rate? An average bounce rate should be within 30-40%. Anything beyond 70% is a red flag!

You can check your bounce rate via Google Analytics, the most common and free digital tool that gives you insights on bounce rate, unique visitors and other vital website traffic metrics.

The difference between visitors, Unique Visitors & visits

Yeah, it’s confusing. Let’s clear things up and clearly define all three terms:

  1. Visits: these are the number of overall individual visits on your website. It doesn’t matter whether a person visited more than once. This data illustrates the total number of visits irrespective of the region. A person could visit your website more than once and these individual visits from the same prospect would inflate your traffic numbers.
  2. Visitors: visits from the same IP address on the same day and the same browser. Google Analytics will count someone as one visit if they visit your website from their office desktop computer using the Chrome web browser. If that same person visits your website later while on his phone at an event, that would be a separate visitor.
  3. Unique Visitors: unique visitors are calculated by the number of visits from a particular source from time to time. As you can see, unique visitors are critical because it strips down repeat visitors to one metric.

How does Google calculate Unique Visitors?

Google identifies a visit with “cookies” or text files holding small amounts of data. Google uses cookies to distinguish visits from visitors and unique visitors. If you visit the same website on your laptop or phone, it counts as different unique visitors.

If a person clears the cookies on their browser, then the slate is wiped clean, and Google would see their next visit as a different unique visitor. As you can infer, there can be inaccuracy in Google Analytics metrics sometimes.

What is a good number of  Unique Visitors?

It varies by industry. As soon as you start generating traffic and driving sales, don’t relax. It’s time to work harder! Focus on quality, not quantity. You would rather have a thousand visitors who “covert” at a high rate than a million visitors who are “tire kickers.”

How to skyrocket your digital strategy with competitors’ Unique Visitors

Every industry usually has a leading competitor. Pick one or two and replicate their online strategy. After you’ve selected a key competitor to model, try checking out their various advertising campaigns. See what they are doing that you aren’t. For example, if they are investing heavily in “social,” then maybe you too should be running paid and organic campaigns on Facebook, Instagram and other social media platforms.

Let’s look at a hypothetical. If you are into the yoga mats space, analyse your broad niche keyword and see what sites are ranking high for it. Include all keyword research on an Excel spreadsheet or Google Sheet. You can place other competitor metrics on these spreadsheets that you can track on a daily business.

Put your to-do list for your business on a separate spreadsheet or use a simple app like HabitBull to track goal fulfilment. You can also use Client Relationship Management (CRM) software like HubSpot to chart tasks and organize your surging number of business contacts.

Whatever you use, discipline yourself to complete these tasks daily. Soon, with an “inch a day” of daily incremental goals achieved, you will have walked a mile and the bottom line of your business will reflect it.

Don’t reinvent the wheel

When it comes to digital marketing and improving the visibility of your website (Search Engine Optimization or SEO), there isn’t a do-or-die method to follow. Replicating your competitors has been proven to be the most effective method that works consistently. If a competitor has the top ranking on Google, don’t try and reinvent the wheel. Replicate and improve their strategy!

If you would like expert help unleashing a hoard of bullish unique visitors and building your business online, click or tap here for a free consultation.

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