How it's used
Visits show how much traffic your website gets. If your goal is to generate traffic, then you want this number to be higher. If your goal is to generate conversions, consider visit conversion rate to see how efficiently your campaigns or sources drive conversions.
How it's calculated
A visit is counted when a person loads your website URL and the pixel fires a PageView, PixelInitialised or ViewContent event. The website needs to have a Facebook pixel installed. A new visit is recorded each time a person loads your website from any channel and is classified as either paid, organic or direct.
* Nguồn: Facebook