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Visitor

Also known as: User, Unique Visitor

AcquisitionusertrafficwebsiteRetailE-commerceSaaSMediaTechnology

A visitor is an individual who accesses a website, identified by a unique ID. Understanding visitor metrics helps in analyzing user demographics and behavior.

Business Use Case

Marketing teams use Visitor data to tailor campaigns and improve user acquisition strategies.

Business Criticality

High

Journey / Navigation Area

Digital Analytics

Scope

User

Formula

COUNT(DISTINCT Visitor ID)

Calculation Notes

Ensure unique visitor IDs are consistently tracked across sessions; account for returning visitors.

Technical Details

Measure Typecount
Aggregation WindowUser, Time based - Daily/Monthly/Yearly

Events

PlatformEvent
Google Analytics 4user_engagement
AdobeuserVisit

Data Mappings

W3 Data Layer
{
  "event": "userEngagement",
  "user": {
    "userID": "u123",
    "engagementTime": "2023-10-01T10:00:00Z"
  }
}
GA4 Data Layer
{
  "event": "user_engagement",
  "user_id": "u123"
}
Adobe Client Data Layer
{
  "event": "userVisited",
  "eventInfo": {
    "eventName": "userVisited"
  },
  "user": {
    "userID": "u123"
  }
}
XDM Mapping
{
  "eventType": "web.visitors",
  "web": {
    "visitors": {
      "value": 1
    }
  }
}

SQL Queries

Google Analytics 4 (BigQuery)
SELECT COUNT(DISTINCT COALESCE(user_id, user_pseudo_id)) AS visitors FROM `project.dataset.events_*` WHERE _TABLE_SUFFIX BETWEEN '20230101' AND '20231231' AND event_name = 'page_view'
Adobe Experience Platform (AEP Query Service)
SELECT COUNT(DISTINCT identityMap.ECID[0].id) AS visitors FROM xdm_experienceevent WHERE timestamp BETWEEN '2023-01-01T00:00:00Z' AND '2023-12-31T23:59:59Z' AND eventType = 'web.pageView'

Source Data

Digital Analytics

Dependencies

user_engagement

Report Attributes

Visitors, New vs Returning, Demographics

Recommended Reporting Views

Views
Audience OverviewAcquisition Analysis

Segment Eligibility

true

Governance

Data Sensitivityinternal
Contains PIIYes - This KPI contains Personally Identifiable Information

Governance

Created bydevyendarm
Created on5/26/2026
Last modified bydevyendarm
Last modified on6/11/2026
StatusPUBLISHED

GitHub

View related Pull Requestcatalog/kpis/visitor.yml

Community Discussion