Ad Clicks vs Unique Clicks
Ad Clicks
Ad Unique Clicks
What is it?
Ad Clicks, or simply Clicks, is a marketing metric that counts the number of times users have clicked on a digital advertisement to reach an online property.
Ad Unique Clicks is a count of the distinct people who clicked your digital ad at least once. Unlike Total Ad Clicks, which counts every click, Ad Unique Clicks counts each person once regardless of how many times they clicked.
Formula
Example
If you have a campaign running, you are probably able to access click data on each specific ad.
You may see data like this: Ad 1: 4,686 clicks Ad 2: 1,248 clicks Ad 3: 984 clicks
You can see that Ad 1 is the higher performing ad by clicks. You may want to evaluate this ad and figure out why audiences tend to click on it more. You may also want to review Ad 3 and try to determine why it is not receiving as many clicks.
Your campaign has been running for two weeks. Here's what the data shows:
Ad 1 — Total Clicks: 14,000 Ad 1 — Unique Clicks: 10,000
This means 10,000 individual people clicked the ad. The remaining 4,000 clicks came from people who clicked more than once. The gap between Total Clicks and Unique Clicks shows how much repeat engagement your ad is generating.
Track this metric
Published and updated dates
Date created: Oct 12, 2022
Latest update: Mar 7, 2025
Date created: Oct 12, 2022
Latest update: Aug 18, 2026