What is Unique Visitor?

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.


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