Shows the share of new and unknown visits on all visits.

CalculationNew Visits + unknown Visits / Visits * 100                                                                  

The recognition of a user as a New Visitor or Returning Visitor is based on cookies and/or the Customer ID.


The green user performs her first visit on Feb 13 and her second visit on Feb 14.
The purple user performs her 8th visit on Feb 13.

Days Analysis (Visitors > Traffic)

Calculation for Feb 13  1 New Visit / 2 Visits = 50 %                                                                 

Similar Dimensions and Figures

New Visits
Returning Visit Rate %
User - Days since Contact
Cohorts (Lifespan Days)

Further information

Training document Basic Metrics