The number of visits is a representation of the number of server requests received within a specific period of time (normally 30 days.) This number is a good gauge of traffic on the site. Keeping in mind, visits can be misrepresented. If a user's session is idle for a period of time (normally 30 minutes) and is then reactivated (by clicking on a new button for example) the action begins a new visit.

By comparing the number of visits to the unique visitors to a site, you can draw an accurate picture of the number of visitors returning to the site for updated information versus visitors making one time visits. The goal of most web sites should be to increase the number of unique visitors while increasing the number of visits at an equal or increasing level.