A "visit" is the session of activity for one user on a Web site during a fixed time-frame (including all hits). A unique user is determined by a unique IP address or cookie. By default, a user session is usually terminated when a user is inactive for more than 30 minutes (although this duration can be changed).
A "new visit" is defined as a first
visit made by our chosen individual (or IP address or cookie). A common misconception in Web analytics is
that the sum of the new visitors and the repeat visitors ought to be the total
number of visitors. Here is the culprit: There is really no such thing as a new
visitor when you are considering a website from an ongoing perspective. If a
visitor makes their first visit on a given day and then returns to the website
on the same day, they are both a new visitor and a repeat visitor for that day.
So if we look at them as an individual which are they? The answer is both, so
the definition of the metric is at fault (something the online advertising research industry needs to
Nobody expects the number of first visits
to add to the number of repeat visitors to give the total number of visitors.
The metric will have the same number as the new visitors, but it is clear that
it will not add in this fashion. If on the day in question, there was a first
visit made by our chosen individual, and
there was also a repeat visit made by the same individual, then the number of
first visits and the number of repeat visits will add up to the total number of
visits for that day.