In your analytics reports, you may have the choice to view your data per visit or per user. Both metrics are useful, but it can be tricky to know which numbers to look at. The short answer is probably both, but this blog will clarify the difference between the two types of reports. The video below walks through when and why you would use each.
The Difference Between Visit and User
Visit: Each separate session on a site. For example, if a visitor views your site three times in a week, that activity is recorded as three separate visits. There is no link between those visits in the report.
User: Each separate user to visit your site. So, if I visit a site three times in a week, all those activities will be attributed to me as one user.
Why You Would Use Each?
Viewing your analytics by visit gives you a broad overview of activity on your site, but it does not give great insight into the customer journey. When viewing analytics by visit you can answers like, “How many conversions do I have per visit?” but not questions like, “How many visits does it take a user to convert?”
Viewing by user gives you a better view of the customer journey, and allows you to link visits to conversions.
Check out the video below for more info on when and why to analyze your data by visit or by user.