Which metric is better for campaign reporting?

Unique Clicks vs Total Clicks

Unique clicks represent distinct visitors, while total clicks include every click event including repeated visits from the same user.

Use unique clicks to estimate audience reach. Use total clicks to evaluate repeated interest, retargeting impact, or comparison behavior.

Review both metrics together when optimizing links in paid ads, social posts, and email campaigns.

Compare unique reach and total interactions in one dashboard view.

Break down click metrics by campaign and distribution channel.

Export click metrics for external reporting and stakeholder updates.

Use both. Unique clicks show reach, while total clicks show depth of engagement.

CTR measures the percentage of impressions that become clicks. Learn how to improve CTR with branded links and better campaign structure.

Understand campaign attribution models for short links, UTM-tagged traffic, and channel-level decision making.

Understand cookie-free analytics for marketing links, why it improves privacy posture, and how teams still get reliable campaign insights.