Unique visitors refers to the number of distinct individuals requesting pages from the website during a given period, regardless of how often they visit.Visits refers to the number of times a site is visited, no matter how many visitors make up those visits.When anindividual goes to a website on Tuesday, then again on Wednesday, this is recorded as two visits from one visitor.Because a visitor can make multiple visits in a specified period, the number of visits may be greater than the number of visitors.A visitoris sometimes referred to as a unique visitor or a unique user to clearly convey the idea that each visitor is only counted once.