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How Can the Number of Unique Visitors Be Greater Than the Number of Visits in Google Analytics?
The question seems paradoxical. I mean, the tail doesn't wag the dog. And a visit can't generate multiple visitors, right? And yet, if you compare visits and unique visitors to a given page or set of pages, you will often see that the number of visits is less than the number of unique visitors.
Here's why.
In Analytics, there are three types of data: visitor, session and page.
- Visitors are the client, i.e. the browser. So, think of a client as an “avatar” for a person. The client is the thing that does the visiting and viewing.
- Visits are session-based, i.e. time-based. They have a beginning and an end. Google associates a visit with only one page: the landing page (the page where the session started).
- Pages represent “activities” performed by the visitor during the visit (e.g. viewing a page or creating an event).
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