What does "Unique Visitors" mean in Metorik?
The "Unique Visitors" statistic in Metorik represents the number of distinct users who visited your store during the selected period—not the number of sessions or page views.
Unique Visitors vs. Sessions
These are different metrics:
Unique Visitors counts each person once, regardless of how many times they visited your store during the period. If the same customer browses your site five times in a week, they count as one unique visitor.
Sessions (or visits) count each individual browsing session. That same customer with five visits would count as five sessions.
Think of it this way: sessions measure activity, while unique visitors measure people.
Where does this data come from?
The Unique Visitors metric comes from your Google Analytics integration. We use GA4’s total users count for store-wide visitor reporting, with any saved page exclusions applied. Product-specific analytics use their own product page scope and are not affected by these exclusions.
This means:
You need the Google Analytics integration connected to see visitor metrics in Metorik.
If Google has not processed recent data yet, it will not appear in Metorik either. Saved page exclusions can make your store-wide visitor count lower than an unfiltered GA4 report.
How page exclusions affect Unique Visitors
When you save page exclusions, we count users with at least one recorded page view with a nonempty page path outside all excluded sections during the report period.
For example, excluding /blog leaves out visitors who only read your blog. Someone who reads a blog article and also views a shop page still counts; /blogger is not part of the /blog section.
Exclusions are not bot filtering and do not remove orders or customers. They apply to historical GA4 reports and comparison periods, but not stored Universal Analytics history or product-specific analytics.
Normal reports do not show a filtering indicator. You can review, change, or remove excluded paths in your Google Analytics integration settings.
Where to find Unique Visitors in Metorik
Once Google Analytics is connected, you can see visitor data in several places:
Dashboard — A card showing views and conversion rate
Orders Report — Toggle the graph to show user views, and see unique viewers with conversion rates below the main chart
Products page — Select the Views & CR column set to see views per product
Devices Report — Breakdown of views by device, browser, and operating system
Labels such as "Unique Visitors" and "unique viewers" describe people, not sessions or page views. Store-wide and product-specific reports have different scopes, so their visitor counts are not interchangeable.
Why your visitor count might differ from other tools
If you're comparing Metorik's visitor numbers to another analytics tool and they don't match, this is normal. Different analytics platforms use different methods to identify and count users. For more on why data discrepancies happen, see Why Metorik sales data doesn't match Google Analytics.