Unique visitors
Analytics tools usually deduplicate visits using cookies, device identifiers, login IDs, or modeled identity, so the number is not a perfect count of people. One person may appear as several visitors across devices or browsers, while shared devices may combine people. Teams should document the identity method and use the metric primarily for consistent trend comparison.
What is Unique visitors?
Unique visitors is an estimate of the number of distinct people or devices that visited a website during a specified period.
Why it matters
Analytics tools usually deduplicate visits using cookies, device identifiers, login IDs, or modeled identity, so the number is not a perfect count of people. One person may appear as several visitors across devices or browsers, while shared devices may combine people. Teams should document the identity method and use the metric primarily for consistent trend comparison.
Example
A person visits from a phone and laptop without logging in and may be counted as two unique visitors.