Data and Audience
A unique visitor is a term used in digital analytics that refers to a person who visits a website. If a visitor goes to a website, leaves and comes back, they are only counted once and are considered a unique visitor. Unique visitors are different from total visitors, which is a count of how many times a site was accessed. Unique visitors (or unique users) are determined by the user’s computer IP address and are a key metric when analyzing website traffic during a certain period of time.