Unique views are essential for measuring key performance indicators (KPI) for pages and interactive features within your issue. If KPIs were measured against total views or clicks, it would be possible for the results to be skewed significantly in either direction.
For example, you are hoping that 20% of your readers read page 4. One reader may read page 4 but then pass it tens of times while navigating through the document. This would result in several views, more than there were visits, so it’s important to use unique views.
A KPI needs to look at the number of visits against the number of unique views. If regular views were used, it would be possible to meet KPIs of over 100%, which obviously shouldn’t happen.