Unique user

A unique user is a term used in web analytics which refers to a website visitor that is counted only once, regardless of the number of pages they visit. This definition does not count repeat or returning users for a certain period of time and is typically determined by placing a cookie on user's device. A website's number of unique users is measured over a standard period of time. The metric is often quoted to potential advertisers or investors.

Tracking unique users
The purpose of tracking unique users is to help marketers understand a website's user behavior. This metric can be used to demonstrate the reach of digital content, set benchmarks for website performance, and perform competitive analysis. It can also be used to demonstrate website popularity and performance to potential advertisers and investors. Marketers and webmasters can track unique users in digital analytics tools such as Google Analytics.

Measuring unique users can be distorted by automatic activity (such as bots). Estimations of unique users traffic statistics are usually filtered to remove this type of activity by eliminating known IP addresses for bots, by requiring registration or cookies, or by using panel data.