UMV is a measure of the number of unique visitors to a website in a one-month period. We source this data from Similarweb, a global leader in digital audience measurement.
Our process
We start with the global UMV for a website.
We apply the percentage share of visitors per country to localise the number.
If country-specific data isn’t available:
If the lowest reported share is under 1%, that figure is used.
If the lowest reported share is 1% or higher, we default to 1%.
Why this matters
This method ensures Reach and Impressions are not inflated by global numbers when you only care about one market. For example, if you’re focused on Australia, your online coverage will show the Australian UMV, not the total global audience.