Unique visitor: a visitor who visits a site several times, within a given period, but who is only counted once. The method used to calculate visitors relies essentially on measuring cookies, which are unique from one device or browser to another.
The unique visitor measurement in User Insights only takes into account visitors who have cookies enabled on their browser.
The visit metrics linked to unique visitors represent visits during which pages have been loaded or an event has occurred (video play, email opening, etc.).
Identified visitor: The identified visitor metric provides information on the audience generated by each visitor that you have previously been able to identify. If Internet users are required to register on your site, each registered user can then be assigned a digital ID. As soon as an Internet user visits your site and logs in with their access code, you can then enter their ID into the tag code. The Idientified visitor metric takes into account both visitors who have enabled cookies on their browser and those who have not, since we are still able to identify them thanks to their login on the website.
There exists multiple methods to calculate a “visitor”. You can find additional information on the other various calculation methods on the following article: Visitors and Unique Visitors.
Time spent / visit: Average duration of all visits made during the analysed period.
Time spent / unique visitors: Sum of the visit duration of all visits made per visitor during the analysed period.
Pages views / unique visitors: Average number of pages viewed during all visits made per visitor during the analysed period.
Sales / Unique visitors: Average number of sales that occurred during all visits made per visitor during the analysed period.
Visits / Unique visitors: Average number of visits made per visitor during the analysed period.