What is a Unique Visitor?

A person who visits a website more than once within a period of time. Marketers use this term in contrast with overall site visits to track the amount of traffic on their website. If only one person visits a webpage 30 times, then that web page has one UV and 30 total site visits.


Suppose a website receives 1,000 visits in a day. Among these visits, 800 are from unique visitors, meaning 800 individual users accessed the site at least once during that day. The remaining 200 visits may be from returning visitors who accessed the site multiple times within the same day.

In this scenario:

  1. The total number of visits is 1,000.
  2. The number of unique visitors is 800.
  3. Each unique visitor is counted only once, regardless of how often they visited the site.
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