Returning visitor
A returning visitor is a person who comes back to a website after having visited it at least once before
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Analytics tools usually identify them through a cookie or browser identifier: if a previous visit is recognised, the user is counted as returning; otherwise, as new. In Google Analytics 4 the equivalent metric is called “returning users”.
The ratio of new to returning visitors helps assess audience loyalty or the effect of acquisition campaigns. It is an approximation: clearing cookies, switching device or browsing privately makes the same person count as new, and consent management also affects what is measured.
Also known as
Returning user, Repeat visitor
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