The Activity Reports page includes two important values that help you understand the number of callers who called your tracking numbers: Period Unique and Globally Unique.
This article will use an example report to give a breakdown of the values in these columns:
The Total column shows the number of calls for the time period
Period Unique shows the number of unique callers for the time period
Globally Unique shows the number of first-time callers for the time period
The example report below is showing one day of calls for this account. The activity in this account is the result of three different people placing calls to two different tracking numbers (one assigned to the Callback source, one assigned to the Email source).
Person A called the Callback number three times and the Email number once.
Person A is the only caller in this example who has called any of the tracking numbers in this account before.
Person B called the Callback number twice.
Person B has never called any numbers in the account before.
Person C called the Callback number twice and the email Email number once.
Person C has never called any numbers in the account before.
The example report shows calls by tracking source and refers to callers dialing different numbers in your account, but the same principles discussed below will apply to any dimension you select for your report (such as calls by agent or calls by ad campaign).
Breakdown: Total Calls
The Total column in the Activity Report shows the total numbers of calls received during the time period of the report you’re viewing. In the example report, the Callback number received 7 calls and the Email number received 2 calls, for a total of 9 calls today.
The numbers you see here will match the number of calls in your call log (with the same filters applied).
Breakdown: Period Unique
The Period Unique column shows you information regarding how many unique individual callers made the calls shown in the Total column.
Unique individual callers are determined by the phone number they called from. If two different people call from the same phone number, they are treated as one unique caller. If one person calls from two different phone numbers, they are treated as two unique callers.
The top number in the Period Unique column shows the total number of unique callers for the time period of the report. In this example, we know this account received calls from Person A, Person B, and Person C, therefore we know today’s calls were made by 3 unique individual callers.
The values shown in each row of the table represent the number of unique callers who called that tracking source. In this example, the Callback number received a total of 7 calls today, and those calls were made by 3 different callers. The Email number received a total of 3 calls today, and those calls were made by 2 different callers. It is important to keep in mind that any caller who calls multiple numbers during this time period will count toward each applicable row in the table. For example, we know that Person A and Person C called both tracking sources, so they are both counted in the Period Unique column for both sources.
The number at the top of the Period Unique column is not a sum total of each row in that column. This number represents the total unique callers for the time period.
If you export this report as a spreadsheet, remember that a sum total of the Period Unique column may not represent the total number of unique callers for the time period.
Breakdown: Globally Unique
The Globally Unique column represents first-time callers to your account. If someone called one of your tracking numbers for the first time during the time period you’re viewing, they will be counted here.
In the example report, we know that Person A has called before, so they are not counted here. However, Person B called for the first time today, and they called the Callback number. They are counted in the Callback row of the Globally Unique column. Person C also called for the first time today; they called both tracking numbers, but they called the Email number first, so they are counted in the Email row of the Globally Unique column.
The number at the top of the Globally Unique column represents the total number of new callers during the time period of the report.
A Note on Accuracy
The tooltip you see on the Period Unique column notes that this column is calculated differently from the others and is expected to be 95% accurate. Importantly, unless you are viewing a very high number of calls in this report (numbers in the hundreds of thousands), you can expect this number to accurately reflect the actual numbers of unique callers.