Shows whether website accesses were made by new visitors, returning visitors or unknown visitors.

  • New
    The first visit of a user. No Mapp Intelligence cookie exists, and no known Customer ID has been tracked.

  • Returning
    All Users that have visited the website at least once before. A Mapp Intelligence cookie exists, or a known customer ID has been tracked.

  • Unknown
    For visits in which only 1 request (like a click or a page impression) was performed. Cookies weren't accepted, and no known Customer ID has been passed.

Short facts

If no user profile is available and the account is configured to rely on cookies for visitor detection, the system behaves as follows:

New Visitor: no cookies and only one request.
Unknown Visitor: no cookies and more than one request. The user does not accept cookies and is seen in multiple requests.

Example for use in Mapp Intelligence

Two users performed the following visits on February 13 and 14:

  • New vs. Returning

  • Traffic Analysis

Example for Usage in the Filter Engine

  • Show only data of users that performed a visit once

    The Autoscope is evaluated as "Visits". Alternatively, you can choose the scope "Visits" directly.

Similar Figures and Dimensions

New Visits: Shows the number of first visits on the website
Returning Visits: Shows the number of returning visits
New Visit Rate %: Shows the share of new visits on all visits
Returning Visit Rate %: Shows the percentage of visits on all visits
User - Visits: Shows the lifetime visits of a single user up to a specific point in time

Further Information

FAQ Why is the Sum of New Visitors and Returning Visitors not the Number of Visitors?