Return Visitor Web Analytics definition


The number of Unique Visitors with activity consisting of a Visit to a site during a reporting period and where the Unique Visitor also Visited the site prior to the reporting period.


Each individual is counted only once in the reporting period.

The return visitor metric, when compared with the new visitor metric, is helpful in determining the overall loyalty and affinity of visitors to the site being analyzed. Additionally, when segmented correctly, the return visitor behavior is especially helpful when compared to new visitor behavior in determining the difference, if any, between how new and presumably unfamiliar visitors utilize a website versus the usage habits of visitors that have some level of experience interacting with the site.

It is not possible for a Visitor be counted as both a New Visitor and Return Visitor in the same reporting period.

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By AFS Website Analytics.

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