← DictionaryUnique Visitor
also called unique users
A distinct individual counted once in a period regardless of visits.
One person, counted once.
What It Is
Unique Visitor is a Measurement item, filed under Engagement. Stated plainly: a distinct individual counted once in a period regardless of visits.
It is something measured and compared over time, so one reading in isolation tells you almost nothing. That definition is deliberately narrow — the narrowness is what makes it usable.
How It's Used
Why It Matters
Unique Visitor is one of those items that only becomes visible when it is missing. When it is unclear, reporting becomes a matter of opinion. Deciding it deliberately costs one conversation. Leaving it undecided costs several.
It is a score. Scores are only interesting when you compare them. One person, counted once.
Termshift™
How the meaning shifts depending on who is using it, and where.
Inside the industry, Unique Visitor is used tightly and assumed to be understood: a distinct individual counted once in a period regardless of visits.
Away from the jargon, it is one person, counted once.
The Bottom Line
Unique Visitor pays off when it is specific and costs you when it is not. One person, counted once.