Understanding your stats page: how Epic Solos counts delivery, why Unique Clicks and Unique IPs do not match, and what to focus on when evaluating your traffic.
When you view your Epic Solos delivery stats in ClickMagick, you will see two click metrics: Unique Clicks and Unique IPs. The two numbers will not match. Unique IPs is almost always lower. This is normal, expected, and by design.
Unique Clicks is the metric we use to fulfill your order. It is the industry-standard count of distinct human visitors. Unique IPs is a secondary informational metric that does not, and cannot, accurately represent the number of real people who clicked your link.
This is the count we use to fulfill your order. ClickMagick deduplicates Unique Clicks using cookies and browser fingerprinting, the industry-standard tracking approach used by every major analytics platform, including Google Analytics, Facebook Ads, and every reputable solo ad vendor. If the same person clicks twice from the same browser in a short window, it counts as one Unique Click.
This is the count of distinct IP addresses that generated clicks. It deduplicates strictly by IP address and nothing else. Two real people on the same WiFi network show as one Unique IP even though they are two distinct human visitors who both clicked your link.
Several common, real-world conditions cause Unique IPs to be lower than Unique Clicks even when every click is a legitimate human visitor:
None of these patterns indicate fraud, bot traffic, or a delivery problem. They are normal characteristics of how real people use the internet in 2026.
ClickMagick, the tracker we use and the standard tracker for the solo ad industry, addresses this directly in their knowledge base. On the question of whether clicks can be reliably tracked by IP address alone, ClickMagick states:
“A user's IP address can change four times in less than two minutes” due to mobile provider proxies.
And on the choice of cookies and fingerprinting as the primary deduplication method:
“Yes, there are problems with cookies, but a combination of cookies and other methods is the best we have to work with. Just about every major analytics and tracking platform uses cookies extensively for tracking.”
Full source: ClickMagick KB: How can I have multiple unique clicks from the same IP?
This is why every serious solo ad vendor, and every major ad platform on the internet, counts unique visitors via cookies and fingerprinting, not by IP address. We use Unique Clicks to fulfill your order because it is the most accurate available measure of distinct human visitors.
Many of our buyers run their own tracking link, and we encourage it. But two trackers watching the same traffic will rarely show identical unique counts, even when every click is real. Raw click counts between the two systems will line up closely; unique counts are each tracker's own judgment call, and the judgments differ for a few well-understood reasons. Before assuming a delivery problem, check the three most common causes below.
ClickMagick, like most professional trackers, counts uniqueness per link, first click ever. The first time a subscriber clicks your link, they earn one unique. Forever after, any click from that same person on that same link counts only as a raw click, even months later, even during a brand-new order.
This means that if you reuse a tracking link from a previous campaign (a prior order with us, an order with another vendor, or your own mailings), every returning visitor is structurally invisible to your unique count, no matter how real they are. Audiences in this niche overlap; a reused link routinely hides 10-20% of a delivery. Your raw clicks will show the traffic arrived, but your unique counter can never credit it.
Use a brand-new tracking link for every order. Unique-count comparisons are only meaningful on a link that has never received traffic before. Delivery shortfalls reported against a reused tracking link cannot be distinguished from repeat-visitor deduplication, so unique-count guarantees apply to fresh links only.
If your tracker deduplicates by IP address, everything in the CGNAT section above applies to your numbers: the majority of Tier 1 solo traffic is mobile, and mobile carriers pool many real people behind shared IPs. An IP-deduplicating tracker will typically read 10-20% lower than a cookie-based count of the same visitors. That gap is a measurement artifact, not missing traffic.
Flagging and blocking rules (bot filters, proxy and VPN blocking, and similar) are configured per link, by the link's owner. If your settings are stricter than ours, your tracker will silently discard clicks that ours counted as legitimate human visitors. ClickMagick even warns about this directly: if you see a “Filter Conflict Detected” notice on your stats page, ClickMagick itself is telling you that two links in the chain are filtering differently and that a stats discrepancy is expected. When comparing numbers with us, compare filter settings first.
Order delivery is measured against our ClickMagick statistics, which follow the industry-standard methodology described on this page. We are happy to provide a public share link to your delivery stats on request, and to walk through filter settings and link setup with you before your order runs so both counters are measuring the same thing.
When you review your delivery report, the metrics that matter for evaluating quality and ROI are:
Unique IPs is useful informational context but is not the right metric for evaluating delivery integrity. If your Unique IP count looks low relative to your Unique Click count, that is expected behavior, not a defect.
If you would like us to walk you through your specific report or you have any questions about how delivery is measured, email [email protected] and we will respond directly.