The Visitors subtab

Within the Performance tab of Data & Insights, the Visitors section provides insight into the people behind the impressions and clicks: how many unique visitors a campaign or ad position has reached within the selected time periodand filters, and how that number compares to the total volume of impressions.

While the Campaign(s) and Placements sections primarily show what was displayed and how often, this section shifts the focus to who was reached, providing a more nuanced picture than impressions or clicks alone.

This section is particularly useful for assessing the effective reach of a campaign: a high number of impressions combined with a low number of unique visitors indicates many repeated impressions to the same people, while a number of unique visitors that is close to the number of impressions indicates a broad distribution across many different visitors.

These insights help in adjusting a campaign’s frequency and targeting choices.