# Returning visitor: what it is and how it works · Zorraquino
> A returning visitor is a person who comes back to a website after having visited it at least once before.
URL: https://www.zorraquino.com/en/dictionary/internet/returning-visitor.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

Topics

[Technology and data](https://www.zorraquino.com/en/dictionary/category/tecnologia-y-datos)

## Related concepts

- [Unique visitor](https://www.zorraquino.com/en/dictionary/internet/unique-visitor.html)
- [Web analytics](https://www.zorraquino.com/en/dictionary/digital-marketing/web-analytics.html)
- [Google Analytics 4](https://www.zorraquino.com/en/dictionary/advertising/google-analytics.html)