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Unique visitors generally refers to an approximation of the number of people visiting the website, measured using a persistent first-party cookie.
In some modern digital analytics tools, the term Users is used to refer to Unique Visitors.
The most common measurement of Users is using a first-party persistent cookie that is set in the User’s browser. The cookie lasts anywhere from several months to several years, allowing the tool to increment the number of visits to the site each time the User lands.
Cookie based measurement of individual humans is imperfect. If you use two browsers, you’ll be counted as two Users. If you reinstall your browser, you might count as a new User. Hence, advanced implementations of web analytics increasingly move to identifying Users using their unique login_id.
Users are best reported as trends.
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