Unique Visitor

A returning visitor is someone who accesses a website multiple times within a defined timeframe. Marketers use this term to distinguish repeat visits from overall site traffic, providing insights into user engagement and loyalty. For instance, if a single individual visits a webpage 30 times, it counts as one unique visitor (UV) but contributes to 30 total site visits.


An example of a unique visitor could be an individual who visits an online clothing store’s website to browse for new arrivals. They visit the website on Monday to check out the latest collection and return again on Wednesday to make a purchase. Despite visiting the website twice within a week, they are counted as one unique visitor, as their browsing sessions are identified as coming from the same user. This distinction helps marketers understand the reach and engagement of their website among individual users.