Unique visitor is a term used in web analytics to refer to a single person who visits a website during a specific time period.
A user may return to the website multiple times, but this is still counted as one unique visitor. If a website has 10,000 unique visitors and 20,000 visits in a month , it means that the average person has visited the website twice in that month.
There are, however, some cases when unique visitors data doesn’t match up to actual people:
- If you visit a website on your laptop computer and again on your phone, this may be counted as two unique visitors
- If four people all visit a website using the same family computer, this may be counted as one unique visitor
- If you visit a website and then manually clear your cookies and visit again, this may be counted as two unique visitors.