The correct answer depends on the nature of your business.For example,
if you're a media publisher, you might want to measure clicks on your
advertisements, and since clicks correlates with revenue, you'd then
want to measure total clicks.On the other hand, if you're a SAAS
company, then you might want to know which buttons/links got clicked at
least once, then unique clicks would be more suitable.So I think this is
a question that only you (and your colleagues) can answer.