Visits represent the number of distinct sessions connected to each visitor, whereas clicks represent the number of times a user clicks on an advertisement. For example - an ad can be click several times by the same user, which records for several clicks in one session, whereas visits are recording only once, which are made by a single unique visitor. Any user can access a website by clicking on an advertisement, and they can return to it by selecting any bookmark URL. If they occur during distinct sessions, visits via bookmarks and ad clicks can produce several visits from a single click.