A common query asked while viewing reports, is why the total visits does not equal the sum of aware, informed and engaged visitors ? or why the total visits does not equal the number aware visitors ?
Total Visits is the sum of all visits made by your visitors. One person making five visits to the site on the same day or week will be considered as 5 visits even though it was made by the same person.
Read our article on How site visits and visitors are captured for more information.
Aware visitors are the number of people who visit your site. One person making five visits to the site on the same day or week will be considered as one aware visitor. The additional visits are counted as views and not added as a visitor count. Hence, Engaged, Informed and Aware visitors all put together will NOT equal the total visits nor are the Aware visitors equal to the Total visits.
Read through our article on Calculating the percentage of Aware, Engaged and Informed visitors to use the correct numbers for comparison.