You cannot get a Most Popular Items report for a site or file/document, only individual libraries.To access the Most Popular Items report, browse to your document library of choice, mouse to the Ribbon, click the “Library” tab, then click “Most Popular Items”.
Unlike the daily report, the number of unique users represents the sum of the number of different people who have accessed the site or file on a given day within the month.
Multiple visits per day aren’t counted for the same user, so if User A visits on 15 different days of the month, User A accounts for 15 of the unique users in the monthly report.
Generally speaking, the number of hits is larger (by a lot) than the number of users because if users find your site or file useful, they should be visiting it more than once.
So each unique user will have more than one hit per file or site.
There are actually two different Popularity Trends reports: one for the site as a whole, and one for any file that lives in a document library. To access the site’s Popularity Trends report, you need to be a Site Owner.
Mouse to the gear in the top-right corner, click Site Settings, then click “Popularity Trends” under the “Site Administration” section, then click “Usage”.
The second half of the Popularity Trends report includes monthly metrics for as long as the system has been active.
The provided table include three columns: the month in question (most recent on bottom); the number of hits that month; and the number of unique users accessing the content that month.
In fact, I feel the Share Point 2007 Site Usage Reports were significantly more useful and insightful; what was initially displayed in the web-based report could be exported to Excel for more thorough analysis.