Unique visitor
Also called unique user, users, visitors.
A browser or person counted once in a period, however many times they visited.
Unique visitors (or users) count people, approximately. Cookie-based tools recognize a returning browser by an id in a cookie. Cookieless tools use a daily hash, so the same person on two days counts once per day.
Neither recognizes one person across a phone and a laptop without a login, and clearing cookies or declining consent makes a returning person look new. GA4 shows several user metrics; most reports use Active users (Google).
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