I'm currently working on the results of a subscription form in my web site. Until now I was analysing the number of visits that go to the page where the subsrcription takes place, then doing a fallout vizualisation on the form that enables our client to subscribe.
But I was wondering, sould'nt be using the Unique Visitor metric instead the visit metric ? I'm not sure when to measure the unique visitors , I know that these are unique since a 13month cookie recognices them- but I'm not sure when is it best to use this metric ! I would logically say that, since the subscription is linked to an account, the Unique visitor is best fitted to study this.
Some help on the visits vs. visitor metric would be nice !