Making Sense of Analytics: New Visits, Unique Visits, & Bounce Rate
New Visits & Unique Visits

New Visits refer to individual users who have never been to your website before.  Google keeps track of this by storing a cookie in their browser when they visit your website (thus it is noteworthy to realize anytime a user clears their cookies they may show up as a New User again).  

Unique Visits refer to the individual user, regardless of how many times that user visits your website.  Anytime a New User visits your website, both New Visits and Unique Visits will be incremented by one, but if the User has the cookie stored indicating they have previously visited your website, New Visits will not increment-  and Unique Visits will only increment if the user has not yet been to your website within the specified date range (recall you are probably only viewing your data for a one week or one month period).

If the number of New Visits is high, your information is reaching new people; but you must compare New Visits to Unique Visits to get the most insight.  If the two numbers show little difference, it may mean you are reaching new users but not retaining previously interactive users.  Conversely, if New Visits is low but Unique Visits is high, you likely have a dedicated user base, but you are not reaching new users.

Bounce Rate

A user “Bounces” when they enter your website and do not visit a second page.  The higher your bounce rate, the greater the number of people visiting your site and immediately leaving.  In the context of the New and Unique Visits, we find if the Bounce Rate matches the New Visits, then the New Visits are not being converted into repeat users, therefore, determining the cause can dramatically improve business performance.
Source: DNN Affin inport