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What is the difference between Unique Visitors and Non-Unique Visits on website analytics?

Date: Monday, 14th June 2021

We’ve recently had some clients asking us what certain terminology means on various website analytic tools. So, we thought we’d demystify some of it for you.

Here’s some key words

Before we get started, here are a few key words explained to help you understand what we are talking about.

  • Event: The user interaction with and/or activity within a webpage.
  • View: The user visiting a webpage.
  • Unique Visitor: The number of visitors who have visited your webpage within a specific time period (not how often they have visited).
  • Non-Unique Visit: How a user has interacted with a webpage within a specific time period.

So, what is the difference between unique and non-unique?

If you visit our website 10 times in a day, it is recorded as one unique visitor and 10 visits. So unique visitors is the number of people who have visited the site, and the non-unique visits is the number of times they have visited and how they have interacted.

Even if you refresh a page 10 times, it is still counted as 10 visits and one unique visitor.

Can you explain this further?

Below is an overview of an example Event, to help you understand all this better.

Unique Graph 1

This graph shows that 2,109 unique user events happened on this website within the chosen period. This means that 4,349 were reoccurring users. Total Events shows both Unique and Non-Unique user interactions.

Below is an overview of a Views example.

Unique graph 2

This graph shows that 4,274 unique page views that happened on this website within the chosen period, this means that 1,534 were reoccurring users. Pageviews shows the total of both Unique and Non-Unique Pageviews.

Still looking for further information?

We hope this article helped you understand the difference between unique and non-unique tracking.

If you require any further assistance, email us at and a member of our team will be happy to help.