There are a few things to keep in mind when evaluating Unique Clicks. A browser cookie is usually used to determine Unique Clicks. This means that if you have clicked on an ad, the ad network (like Facebook) has registered that you have clicked. If you click again, it would still count you as a single unique click unless the cookie has expired or been removed. As a result of this, it is possible for some Unique Clicks to be double counted. It is also possible that you could be double counted if you click on a specific ad on your phone and then click on that same ad from your laptop.
This is still a very valuable metric to track, especially when you are tracking performance on smaller ad networks. If you are seeing a large, suspicious discrepancy between your Total Clicks and Unique Clicks then you may want to investigate the potential of ad fraud or inflated data.
