In marketing, unique visitors defines a metric that counts the number of distinct individuals visiting a page or multiple pages on your website, in a given time interval, regardless of how often they requested those pages.

For example, if a user visits a page and then browses through 2 other pages, leaves your website and returns to see more pages, he is counted as a single individual user (“unique visitor”).

This metric is different than the number of visits, which shows how many times your pages are visited, regardless of how many visitors land on your website.