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Site Summary: Unique Visitors metric
The Unique Visitors metric only counts a person once no matter how many times they visit a site in a given month. Unique Visitors are typically used to determine how popular a site is.
Recommendation: To best understand the popularity of a site, you should consider additional metrics beyond Unique Visitors.
For instance, Site X could drive up its Unique Visitors by buying a lot of advertising across the Internet. However, many of these people may leave the site immediately. Use Engagement metrics to understand how much time people spend on a site and how many pages they look at on average during each visit to more fully understand the site's popularity.