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
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.