{
  "slug": "users",
  "name": "Users",
  "aliases": [
    "Total users",
    "Visitors"
  ],
  "definition": "The number of distinct visitors to the site in the period, from your web-analytics source.",
  "category": "Web analytics and conversions",
  "type": "raw measure",
  "unit": "users",
  "direction": "higher-better",
  "verification": "verified",
  "calculation": "An approximate distinct count: the per-row visitor sketches are combined and estimated, with nulls read as zero. The measure is a HyperLogLog estimate over a combined visitor array, not a sum.",
  "aggregation": "Never summed across rows; the estimate is recomputed at the queried grain.",
  "grain": "One number per date range, or one row per breakdown value.",
  "dimensions": [
    "country",
    "device",
    "page",
    "keyword",
    "source_medium",
    "intent",
    "category",
    "subcategory1",
    "subcategory2"
  ],
  "requiredFilters": [
    "date_range"
  ],
  "sources": [
    "web-analytics"
  ],
  "reports": [
    "ai-referral-traffic-report",
    "search-to-revenue-report"
  ],
  "skills": [
    "search-to-revenue",
    "monthly-exec-review"
  ],
  "verbs": [
    "web_analytics_overview",
    "pop_significance",
    "funnel_dropoff"
  ],
  "rungs": [
    "R5"
  ],
  "levers": [],
  "questions": [
    "How many people visited?",
    "Users by device?"
  ],
  "interpretation": "People rather than visits, and the denominator the conversion-rate measure actually uses. That last point matters more than it looks: a conversion rate quoted per user and one quoted per session are different numbers about the same period.",
  "caveats": [
    "An approximate distinct count, not a sum, breakdown rows will not add to the total.",
    "On accounts below the enterprise analytics tier the tool swaps to a raw summed twin, which double-counts visitors seen across multiple rows.",
    "Whole-domain only today.",
    "This is the denominator of the conversion-rate measure in the semantic layer, and no tool substitutes a session denominator, the significance tool tests the same user-based measure the product displays."
  ],
  "freshness": "loads nightly, a same-day question gets yesterday's number, labelled as yesterday's.",
  "failureModes": [
    "Summing a user breakdown.",
    "Assuming conversion rate is conversions over sessions because that is the industry default."
  ],
  "notSameAs": [
    {
      "slug": "sessions",
      "why": "Users count people, sessions count visits. One person can open many sessions, and neither measure is derived from the other."
    }
  ],
  "related": [
    "sessions",
    "conversion-rate"
  ],
  "workflows": [],
  "lastVerified": "2026-08-04"
}