The number of unduplicated visitors coming to your website. Every user is only counted once, even if he visits the website multiple times a day.
Unique visitors are determined using first party cookies. If the visitor does not accept the cookie (if they have disabled, blocked or deleted cookies), a simple rule of thumb is used to try to match the visitor to a previous visitor with the same features (IP, resolution, browser, plugins, OS, etc).
Note that by default, unique visitors are available for days, weeks and months periods, but unique visits are not processed for the “year” period for performance reasons. Learn how to enable unique visitors for all date ranges.
See also our glossary of analytics terms.