Unique Monthly Visitors. The count of distinct individuals who visit a website each month—a handy metric to see just how many fresh faces are checking you out. UMV is the heartbeat of your site’s popularity and reach, giving you a clear picture of who’s stopping by, and, ideally, who’s sticking around. High UMV? Congrats, you’re in demand. Low UMV? Time to spice things up and draw a crowd.