How does the 'Returning Visit' work?
From your project log of the last x number of pageloads, we extract the total number of unique visitors present in it. Each unique visitor has a cookie, which is incremented each time they return to visit your website (a couple of hours is needed between visits depending on your settings). From this info we can show you how often visitors return to see your website again and again.
The best and most successful websites are the ones with a very high return frequency. If you have a low or non-existant return frequency you may want to change your website to encourage your visitors to come again and again.