How Would You Analyze Data On New Users Vs Returning In Analytics

Discover how would you analyze data on new users vs returning in analytics to improve your marketing campaigns and enhance user engagement.

September 30, 2023
Find out more about the cookie conundrum here

Understanding how would you analyze data on new users vs returning in analytics is a crucial skill for any data professional. This knowledge can provide insights into user behavior, identify potential content issues, and aid in tailoring marketing strategies.

In this post, we'll delve into the definitions of new and returning visitors while also discussing the limitations of cookie-based tracking. We will explore how to utilize Google Analytics 'New vs Returning' report effectively, with an emphasis on interpreting visitor behavior patterns.

We'll highlight the importance of custom variables in enhancing accuracy and discuss techniques for categorizing converted visitors. Further along, we’ll take you through an advanced analysis that goes beyond raw numbers using dashboards for optimized insights and help you understand how would you analyze data on new users vs returning in analytics.

Specifically for B2B companies, we'll look at benchmark comparisons among similar businesses and variation factors based on individual business contexts. Lastly, we will guide you towards aligning your analytics strategy with your specific business offerings - a key aspect when analyzing data on new users vs returning in analytics.

Understanding New vs Returning Visitors in Google Analytics

Google Analytics

Google analytics identify individual users and can tell you if your website visitors are newbies or old-timers. It's like having a secret weapon to understand user behavior and level up your marketing game. However, you should prepare yourself for any unexpected obstacles.

Google Analytics counts users and tracks their interactions on a website or application. It provides valuable insights into user behavior, acquisition channels, engagement metrics, and conversion rates. By analyzing the data on new and returning users, google analytics users and businesses can gain a deeper understanding of their audience and tailor their marketing strategies accordingly. Meanwhile, "Google Analytics transactions" is a powerful feature that allows businesses to track and analyze their online sales and revenue metrics accurately.

Definition of New and Returning Visitors

Returning Visitors

A 'new' visitor is someone visiting your site for the first time on a specific device, while a 'returning' visitor is one who has been there before. On the flip side, a 'returning' visitor is someone who has been there before, using the same device or browser. Check this out in-depth here and learn more about how would you analyze data on new users vs returning in analytics.

Limitations of Cookie-Based Tracking

Here's where matters become somewhat complicated. Google Analytics uses cookies to track user visits across different sessions. But, alas, cookies have their limitations. If a user decides to clear their cookies or switch devices/browsers, they might be counted as new visitors every time. Talk about a case of mistaken identity. Find out more about the cookie conundrum here.

It's critical to not take these metrics at face value and dig into the info more for a comprehensive understanding. Sherlock Holmes would be proud.

Mastering the 'New vs Returning' Report

The 'New vs Returning' report in Google Analytics 4 is a goldmine of insights into visitor behavior and returning visitor information. It's like having the capacity to foresee how clients collaborate with your site and what makes them continue returning. By utilizing the comprehensive features and insights provided by Google Analytics Google Analytics users can gain a deep understanding of their website's performance, user behavior, and conversion rates.

Cracking the Code of Visitor Behavior

Websites often see a familiar pattern: returning visitors or unique users may be fewer in number, but they bring the heat when it comes to engagement. They spend more time on the site, click through more pages, and bounce less than newbies. It's like they're saying, "We know this place, and we like what we see." Analyzing the behavior of returning visitors and it’s interactions can help you understand the effectiveness of your website and marketing efforts.

Uncovering Content Conundrums

If you notice a drop in return visits or lackluster engagement from your loyal fans, it's time to play detective. Could it be that your content lacks the necessary spark to engage loyal fans or unique users? Maybe it's not captivating enough to entice repeat visits to a single user or you're not serving up fresh material regularly. for your user type. To dig deeper, check out the Google Analytics Behaviour Flow reports for a closer look at user behavior according to user ID.

This universal analytics version will help you pinpoint areas that need improvement. Whether it's sprucing up returning report, outdated info, churning out more blog posts, or making navigation a breeze, you'll be on your way to winning over your audience.

Enhancing Accuracy with Custom Variables

Accuracy with Custom

In the world of analytics, it's crucial to dig deeper than just "new" versus "returning" visitors. Custom variables can give you a more accurate understanding of visitor behaviors and preferences.

Why Custom Variables Matter

Custom variables let you segment your audience in ways that standard metrics can't handle. They provide deeper insights by tracking additional user attributes or interactions on your site according to the reporting period. For example, you can track how often users engage with specific features or spot patterns among different demographic groups. One thing Is for sure, learning
how would you analyze data on new users vs returning in analytics is going to benefit you more than you can imagine!

Smart Categorization for Converted Visitors

To boost accuracy, categorize converted visitors as "existing customers." This gives you a more nuanced view of their behavior post-conversion and helps differentiate between different types of returning visitors. You can even break down this category based on factors like purchase frequency or average order value.

This approach not only gives you richer data but also empowers you to tailor marketing strategies effectively. It's all about delivering the right message to the right people at the right time - something made possible through detailed segmentation using custom variables.

Going Beyond Raw Numbers - A Deep Dive Analysis

 A Deep Dive Analysis

In the world of data analytics, numbers alone won't cut it. You gotta take a closer look and discover what's really happening. That's where a deep dive analysis comes in handy. It helps you uncover the hidden causes behind the differences in user behavior, whether they're newbies or loyal fans. And trust me, these insights will make your marketing strategies shine.

Why In-depth Analysis Trumps Raw Data

It's not just about knowing what's happening, it's about understanding why it's happening. Take, for example, a sudden influx of new visitors without a corresponding increase in conversions or return visits. That could mean your website needs a makeover or your content needs a reality check. So, don't settle for raw data, go deep and dive into the depths of how would you analyze data on new users vs returning in analytics.

Optimized Insights with Dashboards

Ready to take the plunge into your website traffic data? Get yourself a nifty dashboard that does all the heavy lifting. Tools like Zenlytic offer comprehensive dashboards that give you the lowdown on visitor behavior patterns. You can track bounce rates, session durations, and pages per visit, all neatly segmented by newbies and loyalists. It's like having a crystal ball for engagement levels and marketing campaigns.

But hey, don't just stop at tracking. Use these insights to take action and optimize your website for marketing campaigns. Tweak the layout, fine-tune your content strategy, and personalize the heck out of it. Your visitors will thank you, and your user visits conversion will skyrocket.

User Traffic for B2B Companies

When it comes to analyzing user traffic, B2B companies need to compare apples to apples. Median figures show that B2B websites usually get around 3K new monthly visitors. But remember, these numbers can vary depending on your specific business context and goals.

Benchmark Comparisons Among Similar Companies

To get meaningful insights, compare your website's performance with similar companies. This way, you can see where you're killing it or falling behind with all the returning visitor information you can get.

Variation Factors Based on Individual Business Contexts

Remember, what's relevant depends on your business context. If you're after high-value contracts, you might have fewer but more qualified leads. If you're targeting small-scale businesses, you might have more leads but lower contract values. So, consider your target audience size, sales cycle length, and average deal size when interpreting data and setting benchmarks.

The goal isn't just to attract a ton of traffic. It's about attracting the right kind of traffic - users who are likely to convert. Tailor your SEO strategies to attract better-qualified leads.

Tailoring Strategies According to Specific Requirements

Every business is unique, and so are its analytics needs. A cookie-cutter strategy for data analysis is no longer suitable in the present-day competitive digital realm. That's why it's crucial to tailor your analytics-driven strategies according to specific requirements.

Aligning Analytics Strategy with Business Offerings

Your website might be a hub for fresh content, attracting newcomers who crave the latest updates on your products or services. In this case, you might prioritize drawing in these new visitors over incentivizing return visits with tactics like post-first purchase coupons.

This strategy aligns perfectly with businesses that thrive on novelty and innovation - think tech startups or fashion retailers releasing new collections each season. The key here is understanding what drives your audience: Are they drawn by the promise of something new? Or do they value familiarity and consistency?

Aligning Analytics

To make an informed decision about which strategy suits you best, consider using tools like Google Analytics. It can help identify trends among your user base and provide insights into their behavior patterns.

In contrast, if you're running a subscription-based service where customer retention is paramount, focusing on returning users becomes more important. You could use personalized offers or loyalty programs as incentives for repeat visits.

No matter what type of business you run, remember that aligning your analytics strategy with your offerings will not only improve visitor engagement but also contribute significantly towards achieving long-term business goals.

Google Analytics Users FAQs in Relation to How Would You Analyze Data on New Users vs Returning in Analytics

How to compare new vs returning users in Google Analytics?

To compare new and returning users in Google Analytics, go to Audience > Behavior > New vs Returning. This report gives you data on user behavior, engagement metrics, and conversion rates with respect to the reporting period. Google analytics creates detailed reports and visualizations that provide valuable insights into website performance, user behavior, and marketing effectiveness.

What's the difference between returning users and new users?

A 'new' user is someone who visits your site for the first time on a specific device, while a 'returning' user has visited your site before using the same device.

Google Analytics

How would you analyze data on new users vs returning in analytics?

How would you analyze data on new users vs returning in analytics involves comparing the behavior and characteristics of these two user segments. It helps to understand how engaged each segment is, measure conversion rates, track trends over time, and make data-driven decisions to optimize marketing strategies and user experience.


By understanding how would you analyze data on new users vs returning in analytics, you can interpret visitor behavior patterns and identify potential content issues. Enhancing accuracy with custom variables allows for better categorization of converted visitors.

Google Analytics count users by assigning a unique identifier to each individual who interacts with a website or application. This identifier, often stored as a cookie or a client ID, helps track and differentiate users across multiple sessions and devices.

Going beyond raw numbers through in-depth analysis and using dashboards provides optimized insights. For B2B companies, benchmark comparisons among similar companies and variation factors based on individual business contexts help understand user traffic.

Tailoring strategies according to specific requirements by aligning analytics strategy with business offerings ensures effective analysis of new users vs returning visitors.

Want to see how Zenlytic can make sense of all of your data?

Sign up below for a demo.

get a demo

Harness the power of your data

Get a demo