In the Experience Report, you can evaluate metric performance using two types of measurements: Total Conversions and Unique Conversions.
Note: Unique conversions are available only in reports of experiments started on or after May 27, 2025.
Total Conversions
Total Conversions represent the total number of times a specific metric (event) occurred and was attributed to the experiment. When you divide total conversions by the experiment's normalization unit (Users, Sessions, or Pageviews), you get the average number of conversions per unit, for example, the average number of purchases per user.
Unique Conversions
Unique Conversions are a binary measurement that reflects whether a conversion happened at least once within the normalization unit (User or Session). This means a user who completes an event multiple times will still be counted only once. For example, if a user adds three items to their cart, they will be counted as one unique converter.
When you divide the number of unique converters by the normalization unit, you get the unique conversion rate, an indicator of how many users engaged at all.
Note: Unique conversions are available only for "count" metrics (such as purchases or clicks) and are not supported for revenue or pageview metrics. They are also available only in experiences using user or session stickiness.
When to Use Each Measurement
Using both total and unique conversions gives you a more complete picture of your experience’s performance. Each metric reveals a different aspect of user behavior:
Use Total Conversions to:
- Understand how often users are converting
- Focus on increasing overall conversion volume
- Highlight the impact of highly engaged (power) users
Use Unique Conversions to:
- See how many users converted at least once
- Measure reach and engagement
- Reduce noise from repeat conversions for faster, clearer results