New and returning visitors
See who is new and who came back.
Beside the traffic chart, visitors and revenue are each split into new and returning, with their share and the change from the period before. Filter the whole dashboard to either group in a click.
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What counts as new.
A visitor is new when they were first seen during the period you're looking at, and returning when they were seen before it. A visitor is a browser, recognised by the supr_visitor_id cookie for a year.
- The split follows the dates: someone first seen three weeks ago is new over the last 30 days and returning over the last 7
- Revenue is split by the visitor of the visit each payment is credited to
- Payments not linked to any visit show as a third part, Unattributed
Where you see it.
- Beside the chart
- Visitors and revenue, each with a bar split into new and returning, their share and the change from the previous period. Under the chart on a phone.
- With a #1 KPI
- When a goal is your #1 KPI, its completions are split instead of revenue.
- In the devices panel
- A New vs returning tab with each group's visitors and conversion rate, and its revenue when you hover it.
- As a filter
- Visitor type is New or Returning, and the KPIs, the chart and every panel follow.
Returning visitors and retention.
The split shows how much of a period's traffic came back. To see how many people return in each day, week or month after their first visit or first goal, use Retention.
How it works, in detail.
The docs page “How metrics are counted” goes through it step by step.
Limits worth knowing
- A visitor is a browser: the same person on a phone and a laptop counts twice, and clearing cookies makes them new again
- In cookieless mode a visitor is recognised for one day only, so the next day they count as new
Questions, answered.
What is a returning visitor?
How is a new visitor counted?
supr_visitor_id cookie, which lasts a year.Why does the split change when I change the dates?
Can I see only returning visitors?
Does it work in cookieless mode?
More features
- Traffic analysisVisitors, sources, pages, locations and devices, with filters and the change against the period before.Open
- Realtime analyticsWho's on your website right now, where they came from and what they're reading.Open
- UTM trackingCampaign tags read automatically, with visitors, conversions and revenue per campaign.Open
- AI trafficVisits from ChatGPT, Perplexity, Claude and other AI assistants, as their own channel.Open
- Google Search ConsoleThe Google searches that brought visitors, with clicks, impressions, CTR and position.Open
- Page analyticsThe pages people visit, where they enter, the links they leave through and every hostname.Open
- Locations and devicesCountries on a map, regions and cities, browsers, operating systems and device types.Open
- Filters and comparisonFilter the whole dashboard in a click and compare with the period before.Open
- Saved segmentsKeep a combination of filters under a name and apply it in one click.Open
- Notes on the chartPin a note at a launch or a pricing change and see it next to the traffic it moved.Open
- Session recordingsWatch visits played back, tagged with rage clicks, errors and slow pages.Open
- HeatmapsWhere people click and how far they scroll, on desktop, tablet and mobile.Open
See it on your own website.
Every feature is on every plan, with a free trial and no card.
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